Abigail Baldwin, co-founder of creative communications studio Buttercrumble, discusses the children’s industry and the importance of design in promoting diversity and inclusion from a young age.
“Diversity. It is the inclusion of many different types of people across the complete spectrum of life. In recent times, we have faced moments of truth, pain and accountability. It is more important than ever for us to take responsibility for improving the current situation. The recognition of racial injustice is one vital element of this, as is appreciating different backgrounds, abilities, age and gender. Let us ensure we represent all. We are stronger when we embrace the untold stories, ignored for too long.
Everything we consume influences us, from billboards to television series.
“Hence, diversity is especially crucial within the family market. Why? Unconscious bias forms early in childhood. Bias is the unfair act of favouring one person, group, or thing in comparison to another. Unconscious bias means we can be unaware of these decisions. After all, it is human nature to have knee-jerk reactions. However, we must recognise when we may be demonstrating prejudice.
“The Cooperative Children’s Book Center (CCBC, 2019) found from the 3,716 books it surveyed that only 11.9% featured a Black main character. Children are then exposed to the same types of characters shown in positions of power. This lack of diversity across media steals confidence and ambition from the children who feel ignored. When we feel seen, we feel understood. Unfortunately, this is just not happening for many groups.
“As organisations, we must be representing the world we serve. Our studio is socially-engaged, so we do what feels right, good and supportive for audiences across the globe. There should be no need for special adaptation. Your offerings should be inclusive and embrace vibrant communities.
In 2019, Buttercrumble became Light + Nine’s brand guardians.
“We continue to support this New York-based brand through a series of campaigns and photography guides to aid Light + Nine with art direction. We also created a new set of Nimick patches for its Back to School collection with packaging design. The concept for the campaign was ‘Create + Play’, encouraging children to think bigger, play harder and stand taller. A group of diverse characters was designed to empower children to express themselves through fashion.
“More recently we have been partnering with Akila Dolls. Olivia, the mum behind the start-up brand, is creating a line of diverse and disability dolls. This project was kickstarted after she was unable to find a doll that represented her daughter. The aim is to bring Caribbean, African, Hispanic, Indian and Chinese dolls to market. We’re proud to be developing the brand strategy and design for this special project.
We all want to create vibrant communities and to achieve equality.
“Everyone should feel seen, appreciated and supported. However, we need to disrupt the status quo to achieve this. Without innovative role models, how can we expect to motivate our next, talented generation? Let’s start delivering messages of inclusivity and diversity from a young age. It should be the norm! We’re pledging to confront prejudices within our practice and we challenge you to do the same. Together, let’s listen to wrongly overlooked voices and champion new perspectives. Everyone should feel a sense of belonging from day one.”
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