A wide-ranging review of toy diversity in Europe

Every child at birth comes into the world without a stereotypical image (Stereotype) and a predefined gender role. But in the early stages of life, cultural and social norms play a very important role in assigning this stereotypical image.

In 2016, COFACE Families Europe published its first study on toy catalogs titled "Making or Breaking Stereotypes." COFACE holds a social media campaign every year on the subject of toys and their diversity in order to help promote equal opportunities and to draw attention to matters such as gender, disability, and racial stereotypes in the production, marketing, and sale of toys.

This successful campaign has raised awareness among toy producers, advertisers, sellers, and consumers. This awareness has been focused more on the need for greater diversity of toys in response to the pluralism of societies. Based on the findings of the study conducted on toy catalogs in 2016, COFACE has arrived at six key principles for raising awareness of the organization's main concern, which is the diversity of toys. The titles of these six principles are as follows:

1. Let children play with whatever they want; dividing toys into boys' and girls' sections is forbidden
2. Do not force children into stereotypical roles of professions and real-life patterns; let them play the role of whoever they want
3. Join together to end gender-based violence and bullying; promote nonviolent behaviors and images
4. Show families with their diversities
5. Children with disabilities also play; end ignoring them and let them into the world of toys
6. Act fairly in the behavior toward and presentation of children with different racial backgrounds

Many of the report's topics have been examined with attention to the above principles.

Statistics and topics examined in more detail in the report:

• A review of the survey conducted on toys
• A review of the characteristics of survey respondents
• Tendencies, concerns, and perceptions regarding toys and stereotypes
• A review of how toy stores are organized
• A review of toy marketing from the standpoint of stereotypes
• A review of potential solutions and challenges of toy-diversity problems
• A review of a society with neutral toys (without targeting a particular group)