To raise public awareness about the negative effects of violent and stereotyped toys and media on children, families, schools and society.
To work to limit the harmful influence of unhealthy children's entertainment.
To provide children with toys and activities that promote healthy play and non-violent behavior at home and school.
To create a broad-based effort to eliminate marketing to children and to reduce the sale of toys of violence.
To support parents' and teachers' efforts to deal with the issues regarding media.
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