Diversity and inclusion in the toy industry: to what extent does exposure to a diverse toy lineup influence parental purchasing intent? Understanding and implementing inclusion in the home care & laundry sector: can a detergent be inclusive?

Abstract

This study investigates how exposure to diverse toy lineups influences parental purchasing intent. Through a between subject experiment with 160 parents in Germany, results show that diversity enhances brand perception, value alignment, and willingness to pay, but does not increase and may even reduce purchase intent, especially in gift-giving contexts. Findings highlight a gap between attitudinal support for inclusion and actual consumer behavior. This suggests that diversity should be viewed as a long-term brand-building strategy rather than a direct sales driver. Authentic implementation, supported by inclusive storytelling and structural DEI efforts, is essential to translating positive perceptions into meaningful engagement.