Laura Zuk

Kids Being Kids

Kids Being Kids is a campaign to raise awareness towards the counterproductivity of gendering toys. This campaign had three different aspects: 2D through advertisements, 3D through installation pieces in stores, and a video.

Below are pages from the book describing different aspects of the Kids Being Kids campaign.

First page of booklet detailing project's purpose.

The project was created to increase awareness on how a strict gender binary, when pushed on young children, can be stifling and make them feel unable to branch out into fields that aren't "traditionally" for their assigned gender. The core audience was decided to be the parents of young children, who would be purchasing clothes, toys, etc. for them, and educate them about the dangers of reinforcing old stereotypes and potentially making their children afraid to branch out and try new things.

The main goal is to educate and open a discussion about letting children try new things and find new passions without fear of being ridiculed for being "too girly" or "too boyish".

The kbk branding and color choices

The branding of the campaign included bright colors, including the blue and pink so commonly used for designation colors for boys and girls. Additionally, a neutral yellow color to show the connection and break-off between the two binaries was included. White text would be primarily used for the logo as it keeps the text legible against the bold colors while also enhancing the bright, playful feeling. The goal is not to scare away with new ideas, but educate and have fun.

Photos of the magazine adverts

Magazine advertisements were drafted up as parenting magazines are a good outreach for young and invested parents, found both in the mail for subscribers, or in doctor's offices and waiting rooms.

The advertisements are full color images of traditionally feminine or masculine toys with "Anyone can play with" and a type of typically gendered listed next to it, such as dolls or trucks. There are fun symbols around the words, like zigzags, hearts, and stars, and in the finalized designs, there would be a website link to the campaign website.

Two photos of footsteps trailing around toy stores

In toystores and other stores for children, footprints will be places on the floors leading to various toys with the campaign logo and the campaign address on it. These will be a fun, interactive game for kids to play (hopping on or following the steps) and bring awareness to parents.

Screenshots of the kbk video showing bright colors and a doll riding in a truck.

Lastly, a brief video that would play on malls or toy store tv screens was created. The video goes over a few facts about how gender doesn't need to define us and how kids should be able to feel comfortable with whatever they want to play with or learn about, and closes with the logo.


Click play below to view the video


Every day, kids are judged for which toys they play with. They are taught that kids can only play with certain toys. But gender is a social construct: It's something that people made up to make us seem more different. But we're not that different! Plus, giving kids a choice lets their imaginations grow. Whhich leads to problem solving skills and more fun! So why not let kids be kids?