In the toy and game industry, the number of diversity dolls and inclusive toys is growing. Brands are introducing dolls with Down syndrome, characters with hearing aids, board games featuring diverse family members and digital games with neurodivergent avatars.
But there’s a problem.
The products are taking leaps forward, but the copy is lagging behind.
Inclusive design is only half the battle because without proper, thoughtful copywriting, even the most inclusive toy will feel like you’re virtue signalling.
Don’t dismiss them, inclusive toys are important
If you think this article is woke, you probably haven’t read this far.
So, let’s cut to the chase, studies show that the general public wants more diversity dolls and inclusive toys:
- 56% of UK shoppers say it’s important that toys reflect diversity and inclusion (YouGov Study)
- The Let Toys Be Toys campaign has pushed retailers to abandon gendered marketing in response to shifts in buyer expectations.
And this is where the copywriting problem I mentioned earlier comes in.
The Geena Davis Institute’s 2023 Equal Play Report found that only 23% of leading toy advertisements were gender-neutral.
It’s clear customers want them, change is being pushed for, but the ad and marketing copy side of things is letting them down when it comes to breaking stereotypes.
When inclusive toy writing is done right
But wait, some dolls and toys are genuinely making a difference and hitting the mark in both design and messaging:
One. Barbie with Down Syndrome Barbie
Co-developed with the National Down Syndrome Society, this Barbie features a shorter torso, facial characteristics aligned with the condition and support accessories, such as ankle-foot orthotics.
And the product copy is spot on too, check this out:
Not only that, but it was released with an educational press kit and video to support understanding of the condition. And there are other Barbie toys with disabilities available too, including one that uses a wheelchair and another with a prosthetic leg.
Two. LEGO Friends Relaunch
LEGO redesigned and relaunched its Friends line to include:
- Neurodivergent characters
- different body types
- Diverse skin tones
- Accessibility features
And each character was given a little backstory:
Short, simple and makes children just like them feel seen.
Where inclusivity in toy copy goes wrong
Brands often make two copy mistakes that kill credibility faster than a whippet with a bum full of dynamite:
One. Generic Language
Stuff like this:
- “Now with inclusive characters!”
This tells no story and reads like box-ticking.
LEGO above did it right.
Two. Over-explaining or medicalising
Which looks something like this:
- “This doll has Down syndrome and wears ankle braces for her condition.”
Yeah, it’s factual, but it makes the character feel like an educational tool rather than a person.
Check out the Down Syndrome Barbie on how to do it right!
How to make your toy copy more inclusive
Want more than just the Barbie and LEGO examples?
No probs, check out these tips when you’re writing about diverse, inclusive toys and games:
One. Be proud of highlighting your collaborators
Like this:
- “Co-created with the National Down Syndrome Society to reflect real girls, including the ankle-foot orthotics she slays every day!”
Two. Put the character/child’s experience front and centre
Something like this will look great:
- “Meet Ellie: She’s curious, confident and, oh yeah, she rocks her hearing aid!”
Three. Pack it with emotion
Emotions sell, so try something like this:
- “Because when every kid sees themselves in play, anything is possible.”
Four. Share your process
Try this:
- “We worked with educators, parents and occupational therapists to get every detail right, from hairstyles and skin tone to clothing and accessories.”
Some quick tips for inclusive toys and games
To narrow it down even more, take note of these:
- Product pages: Go beyond features and tell the story behind the toy. Who was consulted? Why was this created?
- Packaging: Use positive words, like “confident”, “brave” and “joyful”, not “different”.
- Emails/Ads: Lead with the emotional hook, like: How does this toy make a child feel?
- Social Media: Share behind-the-scenes work. Introduce designers and celebrate real kids using the product.
If you’re a toy company looking for more content about toy copywriting, check out my blog, 5 social media strategies for toy brands.
Why diversity matters to your toy brand
If your toy or game includes inclusive elements, but the messaging doesn’t reflect it, the product risks being seen as performative or opportunistic. And here’s the commercial reality: Inclusive toys only sell when parents and buyers believe in the intention behind them.
Sensitive, inclusive copywriting:
- Adds emotional depth to your product
- Proves authenticity
- Breaks stereotypes
- Positions your brand as forward-thinking, not one jumping on a trend to make sales
Inclusion through play is about more than looks.
It’s about language, story and empathy — and you only get that with words!
If you’re adding diversity dolls and inclusive toys to your range and need support with the copy, I position myself as both a toy brand copywriter and a copywriter for children’s brands.
I’d love to help, so if you wanna work with me, let’s chat.
Until next time,
Matt
PS. Take a look at some of the work I’ve done with children’s brands, including Beano and Jurassic World.
