Win for Mums’ #ToyLIkeMe Campaign as World’s First Fashion Doll with Cochlear Implant Hits the Shelves!

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Lottie Dolls becomes the first global toy brand to back the viral #ToyLikeMe campaign with the release of the world's first fashion doll with a cochlear implant!

“There are 150 million deaf and disabled children worldwide who rarely see themselves positively represented in the toy box. Change is finally coming,” says #ToyLikeMe founder Rebecca Atkinson who wears hearing aids herself. “When I was growing up in the 80s, I never saw any deaf characters in toys, books or on TV.

What does this say to kids? This Mia doll is my childhood dream come true. I’m so happy, I’m like a kid at Christmas! I hope it will help many deaf children grow positive self esteem to see their experiences included by the mainstream toy industry.”

Psychologist Dr Sian Jones from Goldsmiths, University of London has studied the effects of playing with toys with disabilities on the attitudes of non-disabled children and has found that, as well has helping grow positive self esteem for deaf and disabled children, toys like the Lottie Mia doll can help non-disabled children grow more open minds too.

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Interviewing hundreds of children, she found that after playing with toys like the Mia doll, children were more open to forming friendships with peers with disability and difference.

“This kind of incidental toy box representation from a brand like Lottie speaks volumes about inclusion,” says Atkinson,, “It can really help change the attitudes of a generation.”