Two thirds of parents believe their children hold back from being their true selves for fear of being judged, according to new research commissioned by Furby. The research found that 8 in 10 parents believe that their daughters are more impacted by societal pressures, with over a third saying that their daughters feel pressure about how they look and feel before they are even nine years old.

Furby has teamed up with modern day icons to shine a light on why children should be encouraged to embrace their inner quirks and smash through societal expectations. Gold Medal Paralympian powerhouse Ellie Simmonds, 13-year-old drumming star Nandi Bushell, disability activist and content creator Lucy Edwards, and presenter and body positive activist Grace Victory, have joined forces in a new video sharing personal stories on how they have broken the barrier of social norms.

Ellie Simmonds, said: “Throughout my life I’ve tried to remind myself not to be scared of who I am. It’s not always easy, but celebrate being different, in whatever form that takes. Whether it’s how you look, or what you’re interested in, or your background, you’re uniqueness is what makes you special. Don’t be afraid to go outside of your comfort zone; try new things, even if that feels scary. Be adventurous. There is a very real need for more empowering and diverse role models, and Furby stands as the true advocate for self-expression. It is a companion that champions individuality, creativity, and the unbounded spirit of childhood.”

Furby has released a Furby-Festo, a list of promises that parents are encouraged to share with their children to vow to always be their true, authentic selves. Parents can access the Furby-Festo on FurBeYourself.co.uk.

The exclusive video content, and supporting Furby-Festo, can be found on FurBeYourself.co.uk.