Let Toys Be Toys campaign awarded Brio Prize 2015

The BRIO Prize is awarded to either a prominent researcher in the field of children or a charitable organisation performing important work for the benefit of children.
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Let Toys Be Toys, a campaign calling for gender neutral marketing in the toy space, has been awarded the Brio Prize 2015.

The annual BRIO Prize is awarded to either a prominent researcher in the field of children or a charitable organisation performing important work for the benefit of children.

"For us, it’s obvious that children should be able to play freely without limiting gender boundaries," said Sophie Elvefors, commercial director at Brio

"It’s an important part of our toy philosophy and our Swedish heritage. We support Let Toys Be Toys and we are happy to see the impact they have had across the industry."

Dag Ivarsson, chairman of the Lennart Ivarsson fund, added: "Let Toys Be Toys has found a way to bring life to a complicated and sometimes dry issue; children and gender expectations.

"They have shown that with commitment and efficiency you don’t need large amounts of money or fancy technology to make a difference in a modern world."

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