Rainbow High has partnered with inclusive modelling agency Zebedee Talent and Vitiligo Society to help raise awareness of diversity and representation in toy brands.
From Bratz to L.O.L. Surprise!, MGA Entertainment has championed diverse and inclusive brands throughout its history. Bestselling brand Rainbow High has now launched its fourth series of dolls and features characters with albinism and vitiligo. In a campaign to celebrate the launch of this line and to highlight the importance of inclusivity in the toy industry generally, the brand has partnered with both Zebedee Talent modelling agency and the Vitiligo Society charity. It has also commissioned new research amongst British parents, showing the importance of diversity in toy brands and on children’s entertainment platforms.
Series 4 introduces six new bold and fashionable characters, each with their own unique and creative talent, to the Rainbow High range. Featuring a range of ethnicities, the line also includes those with visible differences, including Jewel Richie, who has Vitiligo, and Delilah Fields, who has Albinism.
Rainbow High is working with child models from Zebedee Talent, an inclusive modelling agency that champions disabilities and visible differences, to create representative content. It is also working with The Vitiligo Society, a charity that supports and educates about the condition, to generate awareness of this issue by commissioning new research and conducting media interviews on the topic.
Michelle Lilley, marketing director for UK and Ireland at MGA Entertainment, said: “Championing diversity and inclusion is, and has always been, central to MGA Entertainment. Brands such as Bratz and L.O.L. Surprise! have led the way on representation, both in terms of ethnicities and visible differences. This recent launch from Rainbow High continues this commitment and we’re proud to have launched a new series of dolls that features characters with vitiligo and one with albinism.
The recent research, on behalf of the brand, reveals that over half of British parents believe diversity and representation in toy brands is crucial for helping children to develop self-confidence and more positive friendship attitudes towards their peers, particularly those with disabilities. The survey also found that 79% of parents stated that diversity is important to them when purchasing toys, and this figure rises to 88% for younger parents, aged 19 to 24.
With more and more toy brands also getting their own entertainment shows on platforms such as YouTube and Netflix, parents want to see representation within the characters on these episodes, with 49% of parents agreeing it helps to normalise differences and break down stereotypes and 35% saying it can help prevent stigmatisation. Over a third of parents (34%) believe increased representation has a positive impact on children’s mental health.
Michelle added: “These new Rainbow High characters also take central stage in our entertainment content – on Netflix and YouTube– as we know how important it is for children to see representation on all platforms.”
Natalie Ambersley, a trustee at The Vitiligo Society, who has grown up with vitiligo, said: “It’s great to see brands like Rainbow High introducing dolls with visible differences. It’s really important to raise awareness and its equally important toys like Rainbow High are diverse and inclusive so children can understand how everyone is unique and encourage others to feel confident in their skin.”
