The Top Driver of Doll Choice Among Girls is that the Dolls Look Like Them; 51% of Moms Say They Have Become More Conscious of their Choices Around Doll Purchases in the Past Year; 77% of Moms Surveyed Feel that Having Dolls of Diverse Race/Ethnic Mix Can Help their Girls Learn about Racial and Cultural Diversity 

New York, NY – ViacomCBS Consumer Products today unveiled the results of “More Than Dolls,” a brand-new study commissioned to examine diversity in the Dolls category and factors that fuel the purchasing decisions of Black, Hispanic, White and Asian moms.

Inspired by the pivotal doll test conducted by Drs. Mamie and Kenneth Clark in 1947, “More Than Dolls” delves into diversity in the doll category, showcasing the positive impact that the greater availability of diverse dolls has had on Black, Hispanic, Asian girls, while highlighting the strides that still need to be made to fuel ongoing changes to with dolls that offer authentic representation and aspirational role models.

Said Pam Kaufman, President, Consumer Products, ViacomCBS: “ViacomCBS Consumer Products is committed to creating products that speak to and depict the full spectrum of diversity in the world consumers live in. Through our “More Than Dolls” study we aim to inform and help guide our amazing partners across the Consumer Products industry, where we have the ability to make a significant impact and contribute to positive and long-lasting social change.”

Added Ameeta Held, Vice President of Insights & Business Strategy, ViacomCBS Consumer Products: “Dolls are more than just toys, they are reflections of our society, showcasing the cultural standards of beauty that so many young girls internalize. The relationship that dolls have to girls’ self-esteem and their perceptions of themselves is a powerful one. It plays an important role in the development of their own aspirations and dreams.”

Key findings from “More Than Dolls” study include:

• When surveyed to find out what girls owned in terms of the perceived race and ethnicity of their dolls the results were: Black girls were most likely to own dolls that reflect their own race.  Both Hispanic and Asian girls tended to own a diverse mix of dolls, followed by white dolls.  White girls owned predominantly white dolls by a wide margin (61% owned predominantly white dolls); and while a diverse mix of dolls ranked as their number two choice, they were the least likely to own diverse dolls.
• 51% of moms surveyed agree they have recently become more conscious of the choices they make around the dolls they purchased this past year.
• 66% of moms surveyed said they encourage their daughters to play with dolls of a different race/ethnicity than their own.
• 77% of moms surveyed feel that having dolls of diverse race/ethnic mix can help their girls learn about racial and cultural diversity.
• The number one driver of doll choice among girls surveyed was that the doll looked like them.  It was also the top driver of doll choice for moms.
• However, 52% of Black moms and 49% of Hispanic moms say there are not enough dolls of their race/ethnicity in general.
• Specific variables that were top of mind for moms of color as they considered dolls for their girls include:  matching skin tone (71% average), matching hair (56%), the same body type (31%) and matching eyes (26%).
• 53% of moms surveyed said there not enough dolls/toys that represent strong, positive, Black/Hispanic/Asian role models – but beyond that moms want authentic dolls that reflect possibilities for their daughters.
• Nearly 66% of Black and Hispanic moms go out of their way to buy brands that are making the effort to be more racially inclusive and diverse.
• It also extends beyond just appearance, as the doll’s identity was also important to the moms/daughters. Elements like clothing/accessories, the doll’s name, profession/hobbies and reflections of her culture all needed to be authentically relatable.

Conducted in 2021, in partnership with Horowitz Research and C Space, the “More Than Dolls” study included surveys with 900 moms and their daughters (aged 2-9), as well as interviews and video diaries to expand on the findings. The questions explored what kind of dolls the girls had and why, how they play with them, and unmet gaps in the marketplace. An additional deep dive was designed to probe how attitudes around racial awareness are shifting in today’s consumer landscape.

ViacomCBS Consumer Products (VCP) oversees all licensing and merchandising for ViacomCBS Inc. (Nasdaq: VIACA, VIAC), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, VCP’s portfolio includes a diverse slate of brands and content from BET, CBS (including CBS Television Studios and CBS Television Distribution), Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime. With properties spanning animation, live-action, preschool, youth and adult, VCP is committed to creating the highest quality product for some of the world’s most beloved, iconic franchises. Additionally, VCP oversees the online direct-to-consumer business for CBS and Showtime programming merchandise, as well as standalone branded ecommerce websites for Star Trek, SpongeBob, South Park, and MTV.