Cape Talk Radio, a leading radio talk station in the Western Cape province, known for starting meaningful debates, wanted to increase their commercial value and enhance their relevance in today’s ever changing competitive market.
The conversation spread on air and online, getting parents and toy companies alike to rethink the way children’s toys are packaged, promoted and purchased.
The idea was to start a conversation about gender-specific toys, which established Cape Talk as a forward-thinking radio station while also challenging outdated, narrow-minded gender bias. Stereotypical ‘boys’ and ‘girls’ toys were repackaged to be gender-neutral. The toys were sent to leading toy retailers and a family psychologist, inviting them to the show.