More than a toy – creating more inclusive generations with Fisher-Price
By listening to Millennial parents, we helped Little People become a tool for empathy, imagination, and early learning, not just playtime.
THE PROBELM
While Little People is a household name in the US, in Europe the brand lacked the same emotional resonance. It needed to stand out in the competitive toddler toy market. Our challenge was to help parents across EMEA see Little People not just as another toy, but as a meaningful tool to spark imagination and support their child’s early development.
Millennial parents want more than just toys. We commissioned new research and found that nearly half of them think there are too few inclusive toys available, and almost all said there is a need for better representation. They were crying out for brands to reflect their values - they want their children to see themselves and the wider world represented in the toys they play with.
We created and launched People Kind, Little People’s most diverse playset ever. Featuring characters with a broad mix of ethnicities, abilities, ages, and differences. Through a multi-market toolkit, we positioned the playset as more than just toys: it was a statement of Fisher Price’s commitment to helping parents raise imaginative, empathetic children. The launch sparked conversation and coverage across Europe, resonating with Millennial parents who want toys to reflect the inclusive world they’re building for their toddlers.
174%
Over achievement on earned KPI
77%
Campaign uptake across target markets in Europe
United Nations recognition
Our campaign was cited as an example of good, inclusive work in a UN Stereotype Alliance session
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