The mission of The Lion & Lamb Project is to stop the marketing of violence to children. We do this by helping parents, industry and government officials recognize that violence is not childs play and by galvanizing concerned adults to take action
Lion & Lamb works to reduce the marketing of violent toys, games and entertainment to children in two distinct ways. We work with parents and other concerned adults to reduce the demand for violent "entertainment" products, and with industry and government to reduce the supply of such products.
We believe that attitudes about violence as "entertainment" can be changed over time. Just as attitudes about drunk driving and smoking have changed, we believe that Lion & Lamb can help forge a national consensus that violence is not childs play. Just as it has become "uncool" to pollute and to litter, we are working to change the tolerance level for violence as a "cool" theme for toys and other entertainment products for children.
There are several ways we get this information to parents, professionals, government officials and industry:
- Our first resource is a Parent Action Kit, which provides parents with information to help them better understand the effects of "entertainment" violence on children's behavior, and gives specific suggestions for changes they can make. .
- We also sponsor Violent Toy Trade-Ins throughout the country. Children bring in violent toys and transform them into a Peace Sculpture as a statement of their desire for a less violent and more peaceful world. We have written a simple how-to manual, Toys for Peace, to help groups organize such events.
- We testify before Congress about the need to stop the marketing of violence to children.
- We hold an annual press conference every November highlighting the years Dirty Dozen violent toys and the Top Twenty creative nonviolent toys.
- We respond to media requests for information, thus bringing this issue before millions of viewers, listeners and readers.
The Lion & Lamb Project has been successful in promoting nonviolent values because concerned individuals get involved. If you'd like to join our efforts, please refer to our What You Can Do section.