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Toy of the Year 2022 Finalist Miniland announces Together We Play Campaign

Miniland USA TOTY

Miniland USA, Toy of the Year 2022 Finalists and makers of social emotional learning toys, including their award-winning Dolls with Down syndrome, has launched a powerful new initiative called Together We Play to encourage acceptance and inclusion among young children.


Together We Play encompasses the Miniland brand’s core values of tolerance, empathy, and representation, further emphasized by partners like the National Down Syndrome Society (NDSS) and specialty retailer For Kids By Kids (FKBK).


“Together We Play is meant to easily communicate to young children that whoever they are, whatever they look like, they are seen and valued,” said Clara Roque, North America Sales Manager for Miniland USA. “It is crucial for young children to feel like they belong among the other children in their age group, especially at a young age and stage of development. In just one action, play can non-verbally communicate so many impactful messages like ‘you’re welcome here’, ‘I see you’, ‘you belong here’. Inclusive play further reassures children that not only do they have a place in this world, but they should feel encouraged to accept and respect other children who may not look or act like they do.”


Through the hashtag #TogetherWePlay, Miniland will encourage inclusion by hosting exciting giveaways of their diverse Dolls with Down syndrome, sharing valuable tips on how parents can encourage inclusivity, and making donations supporting NDSS. To kick off the campaign, Miniland and FKBK will be donating 100% of the proceeds of Miniland dolls with Down syndrome sold at FKBK from August 29th through September 2nd, 2022. Miniland will further support NDSS by joining fellow sponsors at their annual NYC Buddy Walk on September 17, 2022, as well as making additional donations in October in honor of Down Syndrome Awareness Month.


Through this campaign, Miniland also hopes to shine a spotlight on the profound efforts of both NDSS and FKBK towards creating a more inclusive and welcoming world for individuals with Down syndrome.


“NDSS is thrilled to partner with Miniland and For Kids By Kids to highlight the importance of inclusivity, particularly in the doll market,” said Kandi Pickard, President & CEO of the National Down Syndrome Society. “Representation is incredibly important for our community so we look forward to working together to promote these beautiful dolls with Down syndrome.”


Retailer For Kids By Kids has long been a supporter of NDSS, first partnering with Miniland this time last year with a giveaway of the popular dolls on their Instagram page to raise donations for the organization.


“It was astonishing to see the welcoming response to a doll that is not only made well, but that beautifully represents the Down syndrome community in a realistic and respectful way,” said Alex Rivera, Owner and Operator of FKBK. “Giving back has become the foundation of FKBK, which is why we partner with nonprofits that have a positive impact in children’s lives and give back to them through the sale of our items. We are so excited to do our part with Together We Play and hopefully make a meaningful difference in the way children include others.”


For more information on how you can support the Together We Play initiative, head to and follow @MinilandDolls on Instagram.