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Creative in association withGear Seven
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This Super Sweet Ad Shows Why Boys Should Play with Dolls

25/04/2019
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Ogilvy Brazil and Hasbro brand Baby Alive highlight developmental benefits in 'We All Can Take Care'
Learning to care, protect and share. Learning about responsibilities. About nurturing and love. If playing with dolls can bring a child so many benefits, helping nurture a better human being, why can’t both girls and boys play with dolls? The challenge is to show parents and educators how much dolls can aid in the healthy development of girls and boys.  

Created by Ogilvy Brazil, the Baby Alive marketing campaign 'We All Can Take Care' features a 60-second main video piece showcasing children having fun and sharing what they learn at play. The short movie has been released in digital media channels and is available on the Baby Alive social media. 

“Our challenge is to show that both girls and boys can learn a lot from playing with dolls. This is a free-spirited, playful gesture that nurtures love and that counts for much in helping children growing up to become human beings who care for one another," says Kellen Silverio, marketing director for Hasbro. 

Nikki Kennamer, senior director global brand strategy & marketing, adds that this is the very core principle behind the campaign: to show how a doll can teach a child about essential human values and therefore teach them how to become a better person, which naturally occurs when we are stimulated to care about others from childhood. “Playing with dolls leads to human and social development of both girls and boys. When we care for someone, we nurture positive feelings within — and, most importantly, love.".

According to educator Maria Ângela Barbato, there are many benefits of playing with dolls. “It leads to emotional development, new ways of interacting and learning what respect is all about. The advice I would give to parents is: let your children play”. Barbato is coordinator of the Culture and Research Center on Play of the Sao Paulo-based university PUC and author of 'The Discovery of Play'.   
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