Public Affairs - Institutional Communication - Reputation and Critical Stakeholders

We have modified the definition of toy

Minister Angeles González-Sinde heeded the call of 50 teddy bears located in front of the Ministry of Culture and declared the toy industry “a cultural industry”. A concentration of 50 giant teddy bears with a T-shirt saying “I’m Culture” was the action that culminated the campaign for public affairs and institutional relationships in the Spanish toy industry, one of the most important in the world.

While the Ministry declared the toy industry “a cultural industry”, the Spanish Royal Academy of Language updated the definition of toy after 123 years. Both actions are part of the campaign “Give play some time” designed to deseasonalize toy sales. This challenge has been addressed by increasing toys’ perceived value as an essential educational tool.