Toys without gender / Playing is what matters

Under the concept “because toys have no gender, the important thing is to play,” Mosca developed the first sticker to identify its toys as gender-free. The self-adhesive sticker placed on every product was the leading piece of this year’s Children’s Day campaign.

Pink and light blue, the most classic and universal color codes linked to gender bias, were taken as the basis of design for the sticker with the purpose of redefining the colors into a new tone that is above any prejudice, label, or stereotype. The message behind this action seeks to raise awareness about the importance of the fact that girls and boys can have fun with any game or toy regardless of its color, shape or category.

For the development of this action, we had the advice of specialists in equality and gender perspective. They were a key part of the process in training the Mosca team. This initiative marks a new milestone on the path of a permanent evolution of the brand, that continues advancing in issues where there is still a long way to go.