Toya and Dove Design a Roblox Game to Boost Girls’ Self-Esteem


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Toya is a female-led game studio dedicated to growing girls’ self-esteem and body image. And today, he’s teaming up with Dove to release a game that reflects his ideals on Roblox.

The Tel Aviv, Israel-based company said Super U story is the first Roblox game to address unrealistic ideals of beauty, especially on social media. It’s now in beta and available to play for free without any in-game purchases.

Designed for girls ages 9-16, this is Toya’s 31st game and Dove’s first foray into gaming. Super U Story is a story-based game that helps players experience the many versions of what may be the beauty of today. Characters in the game represent various bodies, skin tones, abilities and conditions and are revered for their uniqueness and “gifts”.

Through gameplay and in-game messaging, players are challenged to reflect on their own body confidence and encouraged to reject unrealistic standards, especially those perpetuated in social media.

According to a new study from Dove, endorsed by women in games and the Appearance Research Center (RCA), 60% of female gamers still feel misrepresented and recognize the lack of diversity as a key issue in video games and 35% of young girls say their self-esteem is negatively affected after noticing a lack of diversity in characters and avatars, which often continues into adulthood. Super U Story was developed with support from personal care brand Dove.

“With thousands of games created every year, it’s amazing that none of them address the ongoing societal challenges and pressures that young girls face every day, especially when it comes to their bodies,” said the Toya CEO Anat Shperling in a statement. “In reality, we all come in different shapes, sizes, colors, abilities and should be reflected and celebrated in the digital content consumed every day. Like no one else, we decided it would be up to us to create the experience and spark conversations that we hope will help the next generation avoid the pitfalls and self-hatred with which so many of women are struggling today.

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