Baby Alive “We all can take care” is the first campaign to feature boys playing with dolls, breaking the gender stereotypes that the category has always reinforced showing that the simple act of caring for a doll teaches about affection, responsibility, empathy and nurturing.

The film focuses on breaking the taboo that dolls are only for girls, showing different boys playing with dolls in a way that reveals that they are doing something more meaningful than just playing, they are learning to take care.

The film explains finally the brand’s purpose in a line that says:

If playing with a doll can make a girl a better mother, why it wouldn't make a boy a better dad?

Brazil is culturally a conservative, retrograde and sexist country. Still, our recent elected nominees enhance this type of behavior.

The last presidential elections awaked harsh discussions that went beyond politics and became moral, making the country polarized.

Discussions got even deeper when it comes to gender stereotypes:

In such a context of gender inequality and father absence, the president claimed he would not pay the same salary for man and woman because woman get pregnant, while the minister of human rights said boys should wear blue and girls should wear pink.

Furthermore, some politicians defend that children are being indoctrinate by schools to be gay or to hate men – a response for the rise of gender equality movement.

Considering the scenario, this was our opportunity to be the first kids’ brand to raise the flag for them and for their future.

Brazil January 1st, 2019.

A new ultra-conservative government takes office, and it reinforces a sexist behavior, delineated specific roles by gender. The president, for example, claims to the whole media he would not pay the same salary for men and women.

And the Minister of Human Rights affirms that is a new era for Brazil in which boys should wear blue and girls should wear pink.

With this situation in mind, Hasbro Brazil decides to join the conversation, showing Baby Alive's core belief that playing with dolls has no gender.

And reinforcing that this simple act of playing with a doll is a great way to learn about empathy, responsibility and nurturing.