Zapf launches Dolls are for Everyone campaign

A series of online videos aims to promote the benefits of nurture play for kids of every gender and background

Written by Rhys Thomas

Posted 05.07.2019 | Business

Zapf launches Dolls are for Everyone campaign thumbnail

Baby Born has launched a new campaign aiming to remove the stigma attached to boys playing with dolls and promote the benefits of nurturing play to parents.

Through a series of short videos, the Dolls are for Everyone campaign gives an insight into children’s imagination through hilarious and candid content, as both boys and girls tackle bath time, nappy changing and bedtime with Baby Born dolls.

The campaign aims to inspire parents of both boys and girls to develop their nurturing skills through playing with dolls and celebrate imaginative play with children, regardless of gender and background, especially as technology becomes ever more pervasive in kids’ lives from an increasingly early age.



“What we really loved seeing was how boys leapt to the challenge just as readily as girls, proving that dolls really are for everyone,” says Kasia Leskow, Marketing Manager for Zapf Creation UK. “When encouraged to play with the dolls, the boys showed no inhibition in revealing their caring, nurturing sides. It’s important to encourage this from a young age.

“As technology has developed, we see children gravitate towards TV or devices for stimulation but play with dolls is key to the development of children’s social and imaginative skills. These important lessons – caring, imagining, seeing ourselves playing valuable roles within society – are equally important for both boys and girls.”

In one clip, the children are asked what they think babies eat, to which one girl replies “curry and rice?”, while another believes its pizza. In another humorous shot, one young boy attempts to change Baby Born’s nappy by placing it face down and strapping the nappy on back to front.

“We had so much fun filming the content with the kids and laughing about the funny things they came up with when using their own imaginations,” Kasia adds. “We can see that children are picking up on everything their parents do and say, but don’t quite have the details nailed.

It was born out of a belief by the brand that play with dolls encourages children to play and learn independently, and is beneficial to the development of little ones who – through role play – can see themselves in important roles in the future, such as a teacher, doctor or parent.”

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