~ Promoting DEI* through toys
with children! ~
*Diversity・Equity・Inclusion
TOMY International, which is responsible for overseas business in the United States, the United Kingdom and Europe develop diversity toys which recognize the diversity of each other’s ethnicities and cultural backgrounds and learn through Asobi (play). Here, we introduce the toys that make the world smile.
YumiAmi
It is aimed at toddlers and young preschoolers (2-4yr olds). YumiAmi is a toy line that helps children to understand diversity through stuffed dolls of five girl characters of different ethnicities. In the accompanying storybooks, each girl’s strengths and differences in their cultural backgrounds are introduced, along with episodes and positive messages, teaching the importance of DEI.
Julie Gwaltney
Sr. Director of Toys
Comments from developer
The name actually comes from the Japanese word Yume (meaning dream) and the French word Ami (meaning friend). In fact, it was only later that we learned that Yumi and Ami are both popular names given to girls in Japan.
YumiAmi’s backgrounds are key for this brand. The products also include a picture book linked to the stories of each character, and YumiAmi is also an outcome of our partnership with Cottage Door Press, the publisher that produced them.
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