Diversity playing key role

We first met up with Michelle Ebanks, president of Essence Communications Inc., at a diversity workshop. The company is publisher of Essence, a leading magazine for African-American women. At the time, we were researching “America, the colorful,” which appeared in last month's issue. Ebanks joined Essence as group publisher and she's now president, responsible for all business matters pertaining to one of the country's most successful African-American media organizations. Large as that position may sound, her biggest job is at home: She is also responsible, along with her husband, for the rearing of two pre-school sons, ages 3 1/2 and 2. We talked to her about concerns she has as a Black woman over her children's playthings.

Playthings: What do your boys like to play with?

Michelle Ebanks: They like to play with trains, cars; anything that goes! They also like to build; we've graduated to Legos from Mega Bloks. And they like books--Winnie the Pooh, Dr. Seuss. My older son, Gordon, likes the V-Tech interactive system that's played on the television.

Playthings: At the diversity conference, you mentioned that you have a very difficult time shopping for toys for your children. How do you mean?

ME: There are many factors and forces today working against African-American boys. Just thinking about them all keeps me up at night. In fact, Laura Bush has initiated a focus on the problems Black boys face. I need to affirm my boys any way I can. The extent to which they are affirmed, will equip them to better navigate the world. But it is a struggle to find toys that are affirming; with affirming pictures on the box. Where is there a central Black child on a box? Where is the depiction of an African-American play leader? My son is now aware when someone looks different than he does. My boys are at an age where they are seeing a difference.

Playthings: At the conference, you noted that you would not purchase some toys because they are not diverse enough. Could you explain further?

ME: I will not buy toys that do not show diversity. One of my sons received a wooden railway set as a gift. I gave it away because all of the little characters were White. And I know it was an expensive gift. Even games don't have diverse images on the packaging, showing equal involvement. If diversity isn't shown, I won't buy it. I just can't. I want my little brown sons to feel confident. I want confident boys; so this is a struggle. The outdoor games are great—trycles, bubbles, Radio Flyer wagons--there are no images necessarily attached to them.

Playthings: At the conference you stated, “Diversity is not just about a language shared. It's about a culture cherished through unique music, art and beyond.” This is a very powerful statement. Would you expand on it?

ME: This is such an important point. Folks can see that Hispanics have a different culture. It's tough with African-Americans, though, because there is no language difference. But it is a race of people who share a heritage. It is part of my job that we get that message out. It's important for marketers to recognize this. If they do, they can have a more intimate relationship with a large group of people. “Trust” is a big word for African-Americans, and we will trust companies that truly believe what is important to us. Our focus is always, “how do we make life better?' And the focus is disproportionate on our kids, comparatively speaking. As a result, we spend a lot of money on education, toys, clothes for our children. The amount is substantial. Marketers who understand the needs and desires of African-Americans based on our long heritage and experiences can have a powerful relationship with us as consumers.

Playthings: How is the toy industry falling short in meeting the needs of African-American children and other children of color?

ME: There is definitely a lack of diversity where African-Americans are concerned. We need to see our children in the center of activity along with other children; not off to the side or just watching. We need some central little Black characters along with the White ones.

Playthings: What do you personally think are the three most important things toymakers and toy retailers need to do to improve this situation?

ME: First, they need to show diversity on the packaging and within the toys themselves so that African-American kids can see that they do belong in an environment. Next, I think toy companies could depict an African-American child as central to the activity; so all children can see an African-American in a lead role at play. Third, I think that understanding our culture is important.

Playthings: Michelle, what was your favorite toy as a child? What is your favorite toy now?

ME: I was a real outdoor type kid. I was always outside so my favorite toys were outdoor toys. I have three brothers so I was always very competitive! I was captain of my high school volleyball and tennis teams. As a child I loved to play hopscotch and jax. I was really good at it. I was the jax champion on my block! And my favorite toys are still outdoor toys. I like those soccer nets and things the kids have today.