Beloved children’s show Thomas & Friends has introduced its first autistic character, Bruno the Brake Car, voiced by Elliot Garcia, a 9-year-old autistic child. In a time of growing entertainment choices, parents are looking for more inclusivity and diversity in their children’s media consumption.

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?

Milka has introduced a Beeping Bunny product that provides sonic cues to enable visually-impaired children to participate in Easter egg hunts. The campaign demonstrates an effective way of prioritising inclusivity, going beyond virtue signalling and brand purpose while maintaining sector relevance.