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First Europe-wide survey on #ToysandDiversity

On the 20th November, Universal Children’s Day, COFACE Families Europe launched “Toy stories”, the first Europe-wide survey on Toys and Diversity, highlighting the need to give children the space to play for full creativity, imagination, learning development and fun.


Each child is born without stereotypes and predefined (gender) roles. But early in life, cultural and societal norms play an important role in the assignment of stereotypes, and COFACE Families Europe have taken a closer look at the impact of toy production and marketing on making and breaking stereotypes. With just a month left before Christmas, they are launching a survey in 12 languages to better understand what influences family and friends when buying toys.

In 2016 COFACE Families Europe published a European study on toy catalogues “Making or breaking stereotypes?”, highlighting both positive and negative trends. Since then they run an annual social media campaign on #ToysandDiversity to promote equal opportunities and to highlight gender, disability and racial stereotypes in toy production, marketing and shops. This successful campaign has raised awareness among toy producers, advertisers, retailers and consumers about the need for toy diversity as a reflection of the pluralism of society.  Three years on, it is time now to hear the stories of families and families’ friends in Europe when they buy toys. COFACE wants to explore what determines and influences their choices.
The survey will be open until Christmas and they encourage you to share it with your friends and family. COFACE are looking forward to hearing your toy stories from across Europe and plan to publish the results early 2020.
In the meantime, you can participate in the campaign by following #ToysAndDiversity on Twitter, Facebook  and Instagram.

Click here to take the 5-minute survey (available in BG, CZ, DE, EN, EL, ES, FI, FR, HR, IT, NL, SE)

For more information:

Isabell Wutz, Communications Officer.
Pascual Martinez, Policy Officer

Note to the editor

COFACE Families Europe is a network of civil society associations representing the interests of all families without discrimination. COFACE Families Europe’s areas of work include social/family policy, education, disability, gender equality, migration, consumer issues, and also protection of children online, privacy, data protection and reflections on technological developments and how they may impact families. More: