As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

Challenging old stereotypes, Barbie has found a new look and purpose as a vlogger. The iconic doll now has a YouTube channel to discuss difficult topics and be a positive role model. How is Barbie using a new platform to appeal to parents and children, while empowering Gen Alphas in the process?

Once a niche conversation, non-gendered toys have become a point of public debate. While the likes of Lego and Mattel offer such toys, parents are divided on whether to support them. How does this reflect the culture wars in the US? And how can brands tailor their genderless products in response?

To champion inclusive play, creativity, and ambition, toymaker LEGO is removing references to gender from its building kits. Research by LEGO has found that when it comes to play, girls feel less restrained by typical gender biases than boys do, but that parental and societal ideas are holding them back.