Promoting diversity and inclusion in advertising: A UNICEF playbook

Setting industry standards that are transformative, socially responsible and with children's right at the heart of business decisions

Promoting diversity and inclusion in advertising: A UNICEF playbook


Children need diverse role models who can positively impact their perceptions of themselves, their own empowerment, and the world around them. Engaging business to promote positive representation through the marketing and advertising of products designed for children is a vital part of achieving equality and inclusion. This playbook, developed in collaboration with LEGO Group, provides starting points for defining the different types of stereotyping that can have a harmful impact on a child’s well-being and development, with tools for business to create guidelines and strategies for ensuring diversity and inclusion in their creative content and products for children.

“Children need diverse role models, and as one of the leading toy companies we want to ensure everyone feels welcome and represented in the LEGO universe," says Diana Ringe Krogh, Vice President of Social Responsibility at the LEGO Group. "Through our partnership with UNICEF we’ve worked to understand how discriminatory norms, stereotypes and practices impact children’s well-being and development, and produced an industry framework and guidance to inspire other businesses to put child rights at the centre of their actions, and help build a more equitable and inclusive world."

The playbook has been endorsed by Licensing International, the association representing the global brand licensing industry, as a ‘must have’ resource for licensing executives, product and content developers and marketing professionals. The launch of the playbook is yet another example of UNICEF and the LEGO Group working together to develop best practice tools for companies related to Child Rights and Business.

Files available for download