Toy companies are embracing diversity.  The trend was introduced by small toy businesses first but has caught popularity among well established toy brands. The trend began when parents started complaining and petitioning for “diversity in the toy aisle and were turning to the internet or startups to find items.” Toys R Us has been carrying an exclusive diversity brand in their aisle since 2013. “Experts say it’s critical for children to play with toys that don’t perpetuate stereotypes about what’s considered beautiful. They say the toys children play with have lasting impressions on their careers and their confidence.”