This process extends from the initial spark of inspiration to the retail shelf. McQueen said the detailed creation of each iteration of Baby Alive represents an engaged collaboration of professionals striving for lifelike authenticity. “A doll like me” means something specific to every child. There’s a Baby Alive that wears glasses, another without hair that a child undergoing cancer therapy might identify and bond with.
BLACK BABY ALIVE DOLL SKIN
Beyond various skin tones and hair types, the brand’s inclusivity extends to different abilities and life circumstances. Fifty years after one Black doll stood in for every non-white consumer, there are 70 distinct and active Baby Alive dolls on the market. Hasbro committed to a broader, more inclusive vision for Baby Alive, assembling a culturally diverse team of internal creatives and external partners to deliver that vision, including Fredericka McQueen, Hasbro’s vice president of Inclusive Product Design.
“In today’s business environment, if you’re not doing inclusive marketing, you’re not doing marketing.”
Keeley Tobin, Hasbro’s senior global brand and marketing manager, puts it succinctly. According to a 2021 Deloitte report on marketing trends, 62 percent of U.S adults say diversity in brand advertising impacts their perception of the brand’s products and services. A 2019 Adobe survey found that 63 percent of millennials feel their racial/ethnic identities are more important than ever. The latest research confirms that parents are making identity-based buying decisions. So did the vivid picture she painted of the scale and diversity of its target audience, Generation ALPHA - ages three to five - and the most culturally diverse population ever, not to mention their parents. Santos’ passion and ideas for greater ethnic and racial variation in the Baby Alive brand moved the brand forward towards greater inclusivity.
0 kommentar(er)
