American Girl has introduced their 2020 Girl of the Year doll, Joss Kendrick, a competitive surfer and the brand’s first doll with hearing loss. The boom of inclusive toys speaks to Gen Alpha’s desire for inclusivity, equality, and diversity both in wider society and in their own lives.

Mr. Potatohead is the latest toy to get a gender-neutral update, and while many parents applaud this shift, dads lag behind moms when it comes to moving beyond the gender binary in toys. With this in mind, brands would do well to adapt their messaging when talking to mothers and fathers.

As a year of staying at home has pushed us towards minimalism, Whirli is helping parents avoid overconsumption. The toy subscription service offers an affordable way for children to play with a variety of toys, without clutter, while minimising the amount of landfill-bound plastic.

French toymakers have signed an agreement with the Government to stop producing gender-stereotyped toys. As traditional gender norms are increasingly called into question, companies are responding to demands for toys and products that portray a more fluid representation of gender.