Spotlight on under-represented groups in new range of toys

Fisher-Price: Uju Asika discusses inclusive range of toys

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A wheelchair user toy, and another with the skin condition vitiligo, has been created, alongside a toy which depicts a person with sight issues.

Different job roles have also been included in the pack, with a recycling collector, baker, photographer, doctor and a mother available.

A range of skin tones, genders, ages and hair styles are also on show.

Fisher-Price early childhood development expert, Lisa Lohiser, said: “From a very early age, children start to notice similarities and differences all around them.

“Since play is a foundation for early learning, toys such as Little People figures provide a developmentally appropriate opportunity for kids to notice the uniqueness of each figure – and to explore and appreciate those differences that are reflected within their community in a really fun way.”

It comes after a study of 1,000 parents, with children aged 0-5, found more than half believe children’s toys should be more inclusive and representative of society.

Disability (39 percent), a variety of work professions (33 percent) and different ethnicities (32 percent) were three areas where parents felt more could be done to increase inclusivity.

While 32 percent wanted different gender options and 16 percent would like toys which showed a variety of ages.

And 59 percent want to see retailers stock toys on their shelves which are more inclusive and better representative of British society.

The study, carried out by OnePoll, found only 16 percent of parents felt there is a huge amount of inclusive toy options available to children.

When mums and dads had seen representative toys on shelves, 34 percent felt like they could have the power to tackle stereotypes in a way which children can understand.

One in three (36 percent) admitted they wished they had toys which were more representative growing up, and 32 percent felt they can impact children in a positive manner.

But 31 percent felt toys have the power to also reinforce negative stereotypes.

Looking forward to the future, 60 percent felt the country will have moved away from stereotypes by the time their children have grown up.

More than half (58 percent) of parents also believe inclusivity should be added to the pre-school curriculum – while 80 percent felt it was important for children to have access to inclusive toys.

Kelly Philp, from at Fisher-Price UK, said: “We hope to encourage a more accepting world through the power of play by helping toddlers recognise differences in people at a young age and lay the foundations for them to become more familiar with – and accepting of – the community around them.

“As a brand we intend to continue our work to improve inclusivity across our toy collections and drive better representation.”


  1. Disability – 39 percent
  2. Body shape – 35 percent
  3. A variety of professions – 33 percent
  4. Ethnicity – 32 percent
  5. Gender – 32 percent

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