International Women’s Day is the perfect time to celebrate the trailblazing women shaping the UK toy industry.
Over the past 25 years working in the industry, I’ve witnessed dramatic change. Gone are the days of being one of few women walking the aisles at toy fairs – with stands manned solely by men!
Thankfully, there are many more women in the industry now – from top to bottom.
Women are breaking barriers with leadership roles in companies large and small, as well as driving innovation with more inclusive design and manufacture of toys.
As a younger generation of women now enters the industry, this exciting transformation is ongoing….
With ‘Accelerate Action’ as this year’s IWD theme, we at Highlight are spotlighting where and how change is happening.
Firstly, Women in Toys (WIT) is an organisation that has been instrumental in generating and fostering permanent industry-wide change.
Operating from the US but with a global reach, WIT offers a network of support, including mentorship, professional development, and advocacy, helping women build the skills and confidence they need to thrive. It’s also been crucial in pushing for more diversity and representation in both leadership roles and toy design, making sure toys reflect a broad range of children’s experiences.
The annual WIT Wonder Women Awards spotlight and champion talented individuals across all facets of the industry – not just company leaders and skill specialists, but also advocates for change, sustainability, plus PR leaders, mentors, rising stars and even ‘unsung heroes’.
Alongside this are multiple Women in Games organisations worldwide, from the UK to most recently India (announced today) – all of whom are helping shape the global games industry and its culture and community to be free of gender discrimination – with full equality of opportunity, and treatment and conditions for women so they can achieve their full potential.
In October 2024, Hasbro held its second annual Women Innovators of Play Challenge – to search for ‘the next great woman-led mass market toy or game’. Just announced yesterday, the three winners comprise female toy inventors from California, Australia and the UK, who were chosen for their breakthrough game concepts. These women will visit Hasbro HQ later this month for a day of learning and inspiration.
Women Leading the UK Toy Industry
In recent years, women have risen to top leadership roles at some of the UK’s biggest toy companies, proving that their vision and creativity are integral to the future of the industry.
There are too many to list here, but our client Moose Toys stands out. Firstly, 90% of its EMEA team are women – with Emily Maclennan at the helm as General Manager, Logan Stone as VP of Marketing and Brand Strategy, Maddi Tiscoe as Head of Marketing for UK & Europe Distribution plus the rest of the talented female team with whom we work: Helen Rowe, Josie Davis, Emma King, Rhiannon Nankivell, Ali Allen, Lucy Worral and Kimberley Watson.
Another shout out to Michelle Lilley who has recently stepped into the role of Managing Director – UK and Ireland MGA Entertainment after 11+ years working her way up through the company. It’s great to see another women heading up a large UK toy company.
Finally, Dr Amanda Gummer is an inspiration to us all. Frequently representing the industry on national TV, Dr Gummer advocates the value of play in child development, is founder of the Good Play Guide and an ambassador for Women in Toys.
How toys have evolved thanks to women
As we all know, the days of toys being divided into gendered categories -dolls for girls, action figures for boys – are thankfully over. This has been a dramatic shift in the marketing of toys over the last two decades, reflecting our diverse world.
This change is a direct response to consumers’ growing desire for toys that break down old stereotypes. Women at the helm of major toy companies have championed this shift, pushing their teams to create toys that encourage creativity, learning, and play for all children—regardless of gender.
Additionally, technological advancements like augmented reality, robotics, and interactive play have become key components of the toy market. Women are leading in these areas as well, ensuring that toys remain engaging and educational while embracing new tech. The toy industry has never been more dynamic, and women are at the forefront of this innovation.
The Path Forward
While significant progress has been made, there’s still work to be done. Achieving greater representation of underrepresented groups in the toy industry is essential, and fostering more women in STEM roles within the sector is key to ensuring continued innovation.
Mentorship programs and initiatives like WIT will be vital in encouraging more women to pursue careers in engineering, design, and programming—fields that are increasingly important as technology continues to shape the future of toys.
At Highlight PR, we’re proud to shine a spotlight on the industry and look forward to seeing how the talented women we work with continue to influence the future of play.
Here’s to women in toys—today, tomorrow, and every day!