UNICEF playbook aims to combat stereotyping in advertising

UNICEF and The LEGO Group have collaborated on a playbook for business audiences to provide starting points for defining the different types of stereotyping in advertising that can have a harmful impact on a child’s well-being and development.

Children need diverse role models who can positively impact their perceptions of themselves, their own empowerment, and the world around them. However, product advertising for children is often stereotyped, shaping roles and expected behaviours early in children’s lives.

How to Promote Diversity & Inclusion in Marketing and Advertising: a UNICEF Playbook was developed in collaboration with the LEGO Group and provides tools for businesses to create guidelines and strategies, along with a multitude of examples from companies that demonstrate diversity and inclusion in their creative content and products for children.

The playbook has been endorsed by Licensing International, the association representing the global brand licensing industry, as a ‘must have’ resource for licensing executives, product and content developers and marketing professionals.

The playbook is now live and free for professionals in the licensing industry and beyond to download via this link.

It will be discussed as part of the Licensing U programme, a virtual educational programme being brought to Europe for the first time by Brand Licensing Europe and Licensing International as part of BLE 2021’s post-show online-only content. The programme will be on available demand for three months from 22 November 2021. Tickets start at £145 if purchased ahead of the event, or £160 in the platform, and can be purchased when registering for BLE. (There is a 10% discount for Licensing International members).






About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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