Toys without gender / Playing is what matters

Agency: Verne Uruguay

Juguetes sin género. Lo importante es jugar. / 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.

This professional campaign titled 'Toys without gender / Playing is what matters' was published in Uruguay in July, 2023. It was created for the brand: Mosca, by ad agency: Verne Uruguay. This Content, Film, and Integrated media campaign is related to the Recreation, Leisure, Retail Services, and Toys industries and contains 1 media asset. It was submitted 11 months ago by Barreiro: Pablo of Verne.


Advertising Agency: Verne, Montevideo Uruguay
Creative Director: Joaquín Romero
Art Director: Diego Carrero
DGC: Pablo Barreiro
Copywriters: Joaquín Romero, Leandro Pena
Account Director: Martín Vila
Account Manager: Mayté Ferreira
Production Company: Apa! Films, Montevideo Uruguay


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