New report highlights a greater need for diversity and inclusivity across toys and games

Family-focused marketing agency Kids Industries (Ki) has launched a new report today exploring the concept of diversity and inclusion amongst children and their parents – and what this looks like in the toys and games that they engage with.

The survey – carried out across 2,001 parents of children (aged 5-15) in the UK and USA – paints a picture of rising concerns among parents over screen time, yet also acknowledges how they appreciate the benefits of digital play. There is however a desire from parents for more inclusive toy and gaming attributes.

When it comes to the toys their children play with, parents are looking for skills support the most

What parents notice: Parents would like more opportunities to play as a family (38 per cent) and 35 per cent would like to see toys that focus on imagination. Another important observation was that parents are looking for toys made from materials that are better for the planet (33 per cent).

Key issue: Parents are busy people and 21 per cent say that they struggle to always find the time to play, watch, or do things with their child that they enjoy (rising to 27 per cent amongst US parents; 16 per cent in the UK). With that in mind, parents are keen to support their children’s skills development and 40 percent would like to see more toys that help with traditional education, such as maths, and the same number would like more toys that help with ‘soft’ education such as problem solving.

Moving forwards: In terms of representation, parents would like to see no differentiation between “girl” and “boy” toys (22 per cent) and an increase in positive role models (37 per cent).

More ethnically diverse toys were a desire for 22 per cent and 17 per cent wanted to see better disability representation. Better LGBTQ+ representation sat at nine per cent.

Parents want to be involved in children’s video games

What parents notice: 46 per cent of all parents feel that screen-based play is good for their children’s development (42 per cent of UK parents versus 49 per cent of US parents). 57 per cent of parents also recognise that digital play is relaxing for their child and 56 per cent say that it puts them in a good mood (rising to 62 per cent amongst US parents – UK sits at 51 per cent). They also feel that digital play expands the things their children are able to see and do (56 per cent). 52 per cent felt that it enables their children to be more creative or imaginative also.

Key issue: Over four out of five parents (84 per cent) feel that their children spend too much time in front of screens – consistent across all ages (5-7 – 83 per cent; 8-11 – 85 per cent; 12-15 – 84 per cent). They’re also concerned that screen-based play leads to less socialisation (42 per cent) and feel that it limits the things their children can see or do (17 per cent).

Moving forwards: Parents would like more opportunities to play as a family (37 per cent – 39 per cent in the US and 35 per cent in the UK) and 31 per cent are keen to see new and innovative ways to play and interact.

Again, there’s a strong desire among parents for more positive role models in the games their children play (41 per cent) along with support for games that provide soft’ education such as problem solving (37 per cent) and traditional education such as maths skills (31 per cent).

Having games that include better disability representation is of interest to 18 per cent of parents and 11 per cent would like to see better LGBTQ+ representation.

Gary Pope, CEO and Co-Founder at Kids Industries and Children’s Commissioner for Products of Change, commented: “Play underpins everything that our children will become – it is as Maria Montessori said: ‘The work of the child.’

“Our research indicates that 67 per cent of parents feel their children’s schools are good or excellent when it comes to their diversity and inclusion policies and approaches which shows there is much more work to be done. We must listen to children and parent voices and ensure their needs and wants are reflected in the toys and games that they consume.

“Nothing is more important than protecting and promoting a child’s right to play and making those play experiences the very best that they can be is essential and something that the industry needs to give serious consideration.”

ViacomCBS Consumer Products to share Diversity & Inclusion insights plus new toy research during BLE Day 2 keynote

ViacomCBS will share insights from its corporate Diversity & Inclusion efforts with a specific focus on its recently conducted toy research study during Brand Licensing Europe’s second day keynote.

Mark Kingston, Senior Vice President, International, ViacomCBS Consumer Products will lead the keynote and review the impact on culture, community and industry when there’s a strong commitment to diversity, inclusion and belonging. The keynote will also include Ameeta Held, Vice President, Insights and Business Strategy, Consumer Products, ViacomCBS, referencing original toy research detailing the importance of authentic representation in dolls and the impact on choice.

The keynote, which takes place in-person at BLE from 13:00-14:00 on Thursday 18 November, will also set the background as to why the consumer products and licensing community plays such a pivotal role in diversity and inclusion.

“As an organisation we are dedicated to creating content that reflects the global audiences we serve, and within consumer products we are especially committed to ensuring our products are inclusive and representative,” says Mark Kingston. “Our latest research shines a light on the important role our industry plays in our continued conversation around Diversity & Inclusion and I look forward to presenting our thoughts and findings alongside my colleagues at BLE.”

Ahead of ViacomCBS’ keynote, representatives from Black Lives Matter Licensing UK will take to the stage to talk about the group’s purpose, goals and activity in the sector to date.

Informa Markets’ VP of Licensing Anna Knight says, “It’s not possible to underestimate the importance of this keynote to our industry and I implore everyone who is attending BLE to pre-register now and secure a spot. Consumer products has a huge responsibility – and opportunity – to represent, embrace and empower diversity if we are to build a more inclusive and equal future for consumers across the world.”

ViacomCBS is one of over 150 exhibitors currently confirmed for BLE, which takes place in-person at ExCeL London from 17-19 November followed by an online event on 30 November to 1 December. The Exhibitor list features companies from all three licensing categories – Character & Entertainment, Brands & Lifestyle, and Art, Design & Image – and with strong representation from Europe, the UK and wider afield.

You can view the show’s exhibitor list here.

Silvergate Media appoints its first chief diversity officer in new commitment to ‘amplify diverse voices’

Silvergate Media has appointed its first chief diversity officer in the form of Shelli Rottman who takes on a new dual role with the firm as its EVP of Business and Legal Affairs.

In her position as both chief diversity officer and EVP of business and legal affairs, Rottman will oversee Silvergate’s growing diversity and inclusion programme currently guiding the company’s pledge to create a more equitable and welcoming working environment while, at the same time, amplifying fresh, diverse voices through mentorship and guidance.

Rottman joined Silvergate Media in 2011, and over the past decade has played a major part in heading up the company’s Business and Legal Affairs team, supporting global licensing, content distribution, business development, and production.

Prior to joining Silvergate Media, Rottman served as in-house counsel in the entertainment, fashion and publishing industries, including at Chorion, Liz Claiborne (now Kate Spade) and Condé Nast.

Silvergate recently made a commitment to magnify diverse voices throughout its creative slate with the investment in a new production ¡Vamos!, based upon the award-winning Spanish and English language work of Mexican-American author Raúl (González). Similar projects, with an emphasis on exploring different cultures and traditions, are also under consideration.

“I am thrilled to be able to make a meaningful impact in an area that is important to me,” said Rottman. “The overwhelming support for embracing new and emerging talent from different communities is clearly evident in the company’s philosophy and its substantial investment in new and exciting productions

“This is an amazing opportunity to help promote and guide the next generation of diverse storytellers and their work.”

Waheed Alli, chief executive at Silvergate Media, added: “With her unique outlook and industry expertise, Shelli is the perfect choice to lead our efforts in shaping a more diverse and inclusive company culture and to align those values with our overall business strategy.”