Redefining Representation in the World of Toys and Gifts with Anita Thorpe of Diverse Gifts

For decades, toy and gift aisles have been woefully lacking in reflecting the diversity of the world around us. While the first Barbie doll debuted in March 1959, it would take more than two decades, until 1980, for Mattel to release its first black doll. This significant delay in representation has had a profound impact on younger generations, who have grown up with often limited and stereotypical views of beauty, cultural diversity, and opportunity.

Developmental psychology studies have shown that young children as young as two years old begin to perceive racial and cultural differences. A 2019 Sesame Workshop survey found that 87% of parents believe that exposing children to cultural diversity from an early age is essential to fostering empathy, open-mindedness, and self-esteem. Seeing themselves represented in toys and stories helps children feel valued and develop a sense of belonging.

It was in this context that Diverse Gifts was born in 1999. By offering a carefully selected selection of products celebrating cultural diversity and individuality, this store aims to fill a void and meet a real need. Beyond simply selling toys and gifts, Diverse Gifts has positioned itself as a committed player in the promotion of inclusion and equality.

By providing children with products that reflect their own identities or those of other cultures, Diverse Gifts helps to deconstruct stereotypes and foster intercultural dialogue. The company has also played a pioneering role in creating a space, both physical and online, where families can find educational resources and participate in events that promote diversity and inclusion.

However, the path to more equitable representation in the toy and gift industry has not always been easy. Diverse Gifts founder Anita Thorpe has faced many challenges, including a limited offering of diverse products and resistance from consumers and retailers. Despite these obstacles, she has persevered, driven by the belief that every child deserves to be represented and valued.

In this interview, she shares with us her journey, the lessons she has learned and her vision for the future of Diverse Gifts.

• In 1999, you had the courage to create Diverse Gifts in a context where diversity was still underrepresented. Can you tell us how the idea for this store came about and what were the main challenges you faced as a young entrepreneur?

When I started, Brixton, the South London neighbourhood where Diverse Gifts was rooted, was a haven of diversity and a constant source of inspiration. The political and social environment was also marked by a strong commitment to equality and inclusion. Within this bubble, we lived a very different reality to that found in most other neighbourhoods and the rest of the country.

However, once you crossed the borders of Brixton, the contrast was stark. The lack of inclusivity was evident in many sectors, particularly in retail. Systemic racism and social exclusion were realities that minorities faced on a daily basis. In the shopping districts, large chains dominated the landscape, offering standardised and unoriginal products. This uniformity stifled any form of innovation and left little room for small, independent businesses, like mine, that sought to offer unique products and celebrate diversity.

It was in this context of stark contrasts that I decided to create Diverse Gifts. I wanted to offer an alternative to the big chains, by offering products that reflected the cultural richness of our society and that allowed everyone to feel represented. Brixton provided me with fertile ground to develop my project, but I knew that the challenge would be to take Diverse Gifts out of this bubble and reach a wider audience.

• You have been through several economic and social cycles. Can you tell us about the main challenges and opportunities you faced during these periods, as well as the adaptations you made to your business?

Economic cycles and social changes have profoundly influenced the evolution of Diverse Gifts. Our sector, that of gifts and lifestyle, is particularly sensitive to economic fluctuations. During economic downturns, the products we offer, often considered non-essential, are the first to suffer.

In Brixton, we have experienced these transformations in a particularly intense way. The area has undergone significant gentrification, leading to a profound change in our clientele. Competition has increased, with the arrival of new, more specialized brands, attracted by the new dynamism of the area.

Faced with these challenges, we had to rethink our strategy. First, we chose to move our store to a more strategic location, in the heart of the new Brixton shopping area. This decision allowed us to get closer to our new clientele while strengthening our visibility.

At the same time, we refined our offering by specializing in the creations of local artisans and artists, particularly from minorities. This choice proved to be profitable, because it allowed us to differentiate ourselves from our competitors and strengthen our identity. By highlighting local talent, we not only met the expectations of our new clientele, but we also helped to boost the local economy.

Finally, we have evolved our boutique concept by integrating a more community dimension. By regularly organizing workshops, exhibitions and other events, we have transformed Diverse Gifts into a place of meeting and exchange, where people can discover new talents, learn new techniques and share their passions.

These adaptations have allowed us to successfully navigate the various economic and social crises and consolidate our position on the market. They demonstrate our ability to adapt and innovate to meet the needs of our customers and contribute to the vitality of our neighborhood.

• With the proliferation of inclusive products, how do you manage to select the most relevant ones for your customers? Are you excited by this market development?

Indeed, the emergence of an increasingly diverse range of inclusive products represents both an incredible opportunity and a real challenge. It’s a bit like a kid in a candy store! I wish I could offer everything to my customers.

Compared to my beginnings, when I had to travel the world to find unique pieces, the situation has changed radically. Social networks, especially Instagram, have truly democratized access to creation and highlighted a multitude of talents from the diaspora. It's a revolution!

However, this abundance of choices requires careful selection. We must remain faithful to our initial mission: celebrating diversity while promoting responsible consumption. This is why we have implemented a very strict purchasing charter. Each product must not only correspond to our aesthetic universe, but also convey strong values, such as authenticity, commitment and respect for cultures.

This careful selection allows us to guarantee the quality of our offer and to offer our customers products that make sense. It is an exciting job, but also demanding. We must constantly adapt to new trends while remaining true to our values.

Ultimately, I am extremely enthusiastic about this new era of creation. It offers us the opportunity to collaborate with exceptional talents and to contribute to building a more inclusive and diversity-friendly world. It is a human and creative adventure that excites me a little more every day.

• In your opinion, what is the long-term impact of children's exposure to inclusive products and images?

It is absolutely essential that all children are exposed to and interact with the diversity around them. This helps to break down barriers and demystify preconceived ideas about different ethnic and cultural groups. By seeing and experiencing diversity, children gain a better understanding of the world in which they live, which is fundamental to their social and emotional development.

At Diverse Gifts, we play an active role in this process by offering a range of children's books and toys that reflect different ethnicities and social groups. Our products address a variety of themes such as history, culture, diverse life experiences, as well as issues related to self-image and self-esteem. It is extremely rewarding to see children and adults alike come into our store to purchase products that not only reflect their own identities, but also those of others. This fosters an environment of acceptance and mutual understanding, which is essential in today's society.

By creating spaces where diversity is celebrated, we are helping to forge a new generation of more empathetic and open-minded children. We firmly believe that this early exposure to inclusive products helps children develop a more nuanced and positive view of differences, allowing them to navigate a complex world with confidence and curiosity. Through our selection, we hope to inspire young people to accept themselves as they are while valuing the identities of others, thus participating in the construction of a more harmonious and respectful society.

• Ethnic minority creators often face unique barriers to funding and resources. What advice would you give to overcome these specific challenges and grow their careers?

Don’t let these obstacles hold you back and don’t assume that you need to have all the funding you need to start or grow your business. Take advantage of the power of technology to optimize your resources, build your own market, and build customer loyalty. Investors are often more likely to back projects when they see concrete evidence of success or potential markets to enter.

Additionally, there’s no harm in starting small, or even staying small as long as you’re profitable. Many great businesses started with humble beginnings and grew into huge successes. The key is to focus on the quality of your product or service and customer satisfaction. Collaboration is also key. Look for partnerships and ask for help from your peers or other entrepreneurs. This can help you maximize your resources while sharing valuable knowledge.

Finally, if traditional institutions don’t support your project or understand your vision, turn to specialized organizations that support diverse entrepreneurs. From networking groups to business consulting and training organizations, mentoring, and alternative lenders, there are many resources ready to support you on your journey. We no longer need to rely solely on traditional sources of financing; the diversity of options available today allows for solutions that are tailored to every need.

In short, entrepreneurship is a challenging journey, but with determination, innovation, and a supportive community, it is entirely possible to overcome obstacles and achieve your dreams. Remember, every challenge is an opportunity in disguise to learn, grow, and inspire others.

• The decline in footfall on high streets is a worrying phenomenon. In your experience, what are the main factors behind this trend? How can cities and retailers work together to revitalise city centres and offer a more attractive shopping experience?

Consumer behaviour has changed dramatically in recent years, and this is having a major impact on city centre retailers. The rise of online shopping, the convenience of high street retail and changing lifestyles have all led to a decline in footfall on high streets. As retailers, we must not only acknowledge these changes, but also adapt our strategies to deliver value to consumers who still choose to shop in person.

While physical shopping remains appealing, it’s important to make the experience unique and rewarding. This can mean exclusive offers, exceptional customer service, or sensory experiences that can’t be replicated online. At Diverse Gifts, we make it a point to incorporate these elements into our approach. We ensure that every visitor receives a warm and personalized welcome, and we regularly host collaborative events with local designers. These collaborations allow us to offer unique, often limited-edition products that appeal to a clientele seeking out something unique.

To strengthen this momentum, we organize events that create authentic interaction with our community, attracting people who might otherwise never have crossed the threshold of our store. These events transform the act of purchasing into a social and cultural experience, rooted in exchange and discovery. This helps create a lively and engaging atmosphere, which ultimately builds customer loyalty.

In addition, visual presentation plays a crucial role in the attractiveness of a store. Careful, modern and trendy merchandising helps to capture the attention of customers as soon as they enter. We also ensure that our staff are trained so that they can meet the increasingly informed expectations of consumers, particularly with regard to the origin and ethics of our products. Customers increasingly want their purchases to be in line with their values, and it is crucial to be able to reassure them on this subject.

I believe that the essence of a memorable shopping experience lies in the ability to offer something truly distinctive and authentic. However, in the digital age, it is equally essential to have an engaging and seamless online presence. The challenge is to find a harmonious balance between the physical in-store experience and the convenience of a digital storefront. Every interaction, whether online or in-store, must be designed to truly delight customers and enrich their overall experience.

Ultimately, it is the ability of retailers to innovate and reinvent themselves that will allow them not only to adapt, but also to thrive in a constantly changing retail environment. The key to success lies in the alliance between exceptional service, unique products, and an experience that seamlessly combines digital and physical.

https://www.diversegifts.co.uk/