Toys are among important issues that play a decisive role in shaping children"s identity as a soft cultural product. Therefore, the soft and identity-making technologies development headquarter has assisted the increase of share of Iranian producers in the field by coordinating with other organizations.

According to the public relations and information center of the Vice-Presidency for science and technology affairs, teachings provided to children and tools such as toys, are among the sources of cultural identity formation. Each toy contains a message that can help forming beliefs and values of a child. Entrance of these messages leads to the formation of children’s system of thought, personality and identity and the community. Therefore, paying attention to games and toys in transfer of community’s values and culture has been considerably important.

Creating a supportive atmosphere for Iranian ideologists, promoting creativity and innovation in the toy industry, validating the activities of toy researchers, expanding communication with scientific and research centers, recognizing key toy industry priorities, and increasing synergy between public and private sector organizations to recognize and solve the problems of the toy industry are among the tasks carried out by trusted institutions. Mohammad Hossein Sajjadi Nayeri, the secretary of soft and identity-making technologies development headquarter, emphasized the need to create an ecosystem in the creative and cultural industries, adding: after the creation of an animation, the related toys, children’s clothes, toothpastes and brushes, bed linens and other products are introduced to the market. This could be recognized as synergy among different sub-sectors of the cultural industries field. currently, some supportive programs have been created for knowledge-based companies, including holding idea-making events in line with content development, support of promotional and advertisement packages and support of attending domestic and international exhibitions.

Today, the program for developing the ecosystem for creative companies has presented a list of 76 creative companies in the area of toy production with a total of 200 products.