Hasbro committed to a broader, more inclusive vision for Baby Alive, assembling a culturally diverse team of internal creatives and external partners to deliver that vision, including Fredericka McQueen, Hasbro's vice president of Inclusive Product Design. Fifty years after one Black doll stood in for every non-white consumer, there are 70 distinct and active Baby Alive dolls on the market. Beyond various skin tones and hair types, the brand's inclusivity extends to different abilities and life circumstances. There's a Baby Alive that wears glasses, another without hair that a child undergoing cancer therapy might identify and bond with.
"A doll like me" means something specific to every child.
McQueen said the detailed creation of each iteration of Baby Alive represents an engaged collaboration of professionals striving for lifelike authenticity. This process extends from the initial spark of inspiration to the retail shelf.
"There's more to representation than choosing the color of the materials," McQueen says.
"Is the skin tone warm and vibrant? How will the product look on the shelf under store lighting? From the facial expression to hair texture, we're hoping to connect to the child looking at 'the doll that looks like me."
