More Diverse and Inclusive Toys? The Case of the New Product Line "Potato Head" by Hasbro.

Abstract

In 2021, Hasbro introduced its new line, called Potato Head. Potato Head was known previously under Mr. Potato Head. Hasbro changed the name and allowed this new line to offer inclusive and diverse products. Indeed, by removing the denomination “Mr.” from the product, Hasbro aimed to make all people included. This change was made as for many years a lot of debates are made around inclusivity, and diversity (e.g., inclusive written). This work provides an analysis of consumers’ perceptions and purchase intentions of more inclusive toys propose in the toy sector. Especially, is focused on the new product line “Potato Head” by Hasbro. This change from Hasbro aims to reduce gender stereotypes and be inclusive. Firstly, a literature review was carried out. Main terms (i.e., diversity, inclusion, inclusiveness, and inclusivity) were defined and a distinction between sex and gender was made. Existing theories on gender were explained to gain more understanding. As the objective of Hasbro is to remove the masculine denomination, it is essential to understand what are gendered and genderless toys, what factors influence children to choose a toy, and what are the impact of the toy on children. Explanations of the elements of the purchase intention of consumers and the impact of the brand followed. To analyse these elements a qualitative study was conducted by interviewing 12 respondents using a thematic analysis. The results were analysed using NVIVO software. Results obtained from the investigation show the different criteria used by consumers to classify the appropriateness of a toy. More, through this report, it was shown that a name impact consumers’ perception of toys also, and that Hasbro’s inclusive product positively impacts the purchase intention of consumers.

This work also puts forward some limitations and proposes some suggestions for future research.