TIE reveals winners of the Sixth European Play for Change Awards
Learning Resources, PLAYMOBIL and the LEGO Group won gold in the sixth edition of the Play for Change Awards. Organised by Toy Industries of Europe (TIE), these Awards celebrate the innovation and ingenuity that define the toy sector’s efforts over the last year to maximize the numerous benefits of play for Europe’s children.
A wide range of exceptional toys, games and initiatives were submitted from around the globe to be considered by the expert juries. The gold, silver, and bronze winners reflect the advancements toy companies have made in the areas of Diversity & Inclusion, Life Skills, and Sustainability.
🤝Diversity & Inclusion
for initiatives and toys that challenge outdated ‘norms’ of social status, ability, sex, race or religion:
Gold: The LEGO Group for bringing awareness to non-visible disabilities through its partnership with the Hidden Sunflower Campaign
Silver: Miniland for its Create Your Own Personalised Doll initiative, which allows children of different abilities and backgrounds to see themselves and their communities in their dolls
Bronze Award: Mattel for the latest addition to the Barbie Fashionista line, featuring a realistic depiction of the iconic doll with severe visual impairments
💡 Life Skills category
for initiative and toys that prepare children for tomorrow’s world:
Gold: Learning Resources for Campfire Chatmallows and its innovative approach to creating an environment where young children develop their storytelling skills in the company of family
Silver: Learning Resources for Cooper the STEM Robot, which introduces children to coding and sequencing in an interactive way
Bronze: KOSMOS for preparing children for the 21st century through hands-on STEM learning
Bronze: Miniland for its Allies in Play product line, which counters bullying by helping children recognise and process emotions as they grow
🌱 Sustainability category
for initiatives and toys which aim to deliver an overall positive impact for the environment
Gold: PLAYMOBIL for its initiative to make the PLAYMOBIL Junior product line from 90% bio-based, ISCC Plus certified plastic and for the company’s broader strong commitment to sustainability
Silver: Smoby Toys for getting children outside with Mud Kitchen, made from 90% recycled plastic — an impressive achievement for an outdoor toy requiring high durability and safety standards
Bronze: D&R Denkriesen for educating children on coastal protection and wildlife preservation through its unique take on a classic memory game.
Bronze: Mattel for its Matchbox Moving Parts line featuring a minimum composition of 70% ISCC materials and an inventive packaging solution allowing a direct visual with the toy without plastic
The winners were announced in Brussels during a ceremony on 18 November bringing professionals from the toy sector together with the EU policy community.
John Baulch, publisher of Toy World magazine and chair of the juries, discussed the hope and positivity that the Awards bring him.
“Each year, I come away from these Awards feeling optimistic about the future. So many toy companies—small and large—do this work because they believe in the importance of play and the positive impact that it has on children, so it’s always hard to come to a decision. This year’s winners reflect the very best of the toy industry in their support for inclusion, sustainability and learning.”