Revive toy culture. Through design and education instil tolerance and understanding in children, teaching acceptance of differences in cultural/social background, religion, ability, or gender. Through workshops, an exhibition and a design competition, focus on therapeutic qualities, social inclusion, ergonomic design, sustainable materials, affordability, and suitability. Stimulate innovative ideas in the play industry, make play better for future Europeans.
Prague, Czech Reublic
- under-utilisation of toy culture as a means for encouraging tolerance & integration of different socio-economic groups; cultural & ethnic backgrounds; disabilities/learning difficulties; and genders
- general low level of quality design in mainstream toy industry; non-ergonomic, poor durability, unsustainable materials (plastics), over reliance on electronics, poor stimulative/therapeutic qualities, stereotyping
- access to mainstream toy market for new/young/small designers/producers
- toy culture stimulating positive social impact
- education of children, parents, designers/producers in: how toys can help encourage tolerance & integration; how good, high quality yet affordable design can enhance the outcomes of play, make toys more sustainable & creative
- more opportunities for new/young/small designers/producers to access the commercial toy market
- change in attitudes of big producers towards gender/race/disability stereotypes in toy manufacturing & marketing
- Strong partnership collaboration
- PR campaign: raise awareness of workshops, exhibition & design competition. Partners to take on PR responsibilities with CZECHDESIGN as lead. Use partner networks to reach interested groups: online articles & advertising (web, social media & direct emails); print advertising (magazines, newspapers, flyers, posters, invitations); radio advertising; promotional materials
- Selection of speakers, competition jury & exhibits: highly experienced/best possible examples
- Quality resources: ensure high graphic quality of all promotional materials; workshop venues; exhibition curation, presentation & venue
- Documentation & publication: all events and stages to be well documented via photography, video & available online, along with analysis & dissemination
The project addresses 2 groups primarily: 1) children & parents and 2) designers & producers.
On a secondary level it will address teachers, social services, government and the general public.
The project activities will be open to interest from all EU countries, with workshops & exhibition taking place in Prague CZ, competition jury will meet in Dortmund, DE.
Very few organisations are challenging today’s toy culture. Some groups of parents in Europe have begun to demand less gender stereotyping in products and marketing (pink Vs blue, boy/girl separation), but there is still much work to do in convincing big producers that there is a demand for better quality play materials. There is also little support for small designers and producers who wish to enter a monopolised market.
Funding requested from Advocate Europe
PR: 11,200. PR campaign should have impact equal to the 3 elements of the project. Fees & honoraries: 10,100. For competition winners, jury experts and workshop leaders. Personnel: 41,000. For researcher, project manager responsible for project quality and sustainability of idea after completion, competition organizer, complete administration & PR, social program & exhibition organizer, translator & social network communication. Event costs, travel & accommodation: 11,050.