Toys don’t experience mental illness. But people do.
11/04/2025
At Rethink Mental Illness, we’re always looking for creative ways to connect with new audiences and start conversations that matter. Over the last decade, social media has helped us reach more people than ever — and this week, the GenAI action figure trend caught our eye!
Say hello to our three GenAI toys – Joe, Aisha and Robert:
Joe is a wannabe photographer who loves playing on his phone. Joe lives with schizophrenia, a condition that affects how he sees and experiences the world. He might hear voices or see things that aren’t there. But Joe isn’t scary — in fact, most of his mates don’t even know he lives with the condition.
Aisha is never far from her laptop and relaxes with her favourite plushy cat. She also experiences anxiety and depression, but manages with regular exercise and talking therapy. She’s currently studying and hopes that one day she can support others living with mental health challenges.
And then there’s Robert. He works in the city and loves his job. Ask his colleagues, and they’ll tell you he’s a brilliant team player who never misses a beat. When he’s not at work, he’s chasing nostalgia with his Game Boy. Robert also lives with bipolar disorder and manages his condition with medication.
As social media fills up with GenAI action figures, we wanted to join the fun — but with a message that matters.
Toys don’t experience mental illness, but 1 in 100 people do. And a diagnosis is only one part of us.
At Rethink Mental Illness, we know that with the right support and treatment, people living with mental illness can go to work, chase their dreams, laugh with friends, and face good days and bad — just like everyone else.
Let’s keep challenging stigma and showing the world what living with mental illness really looks like.
In their own words
"Being grateful for the little things” – Sach’s story
Sach was diagnosed with bipolar disorder after experiencing her first manic episode. Despite a hospital admission and struggles with her mood, Sach is now in a much brighter place, finding joy in her day-to-day life.
Find out more Find out more
"It doesn’t dictate my life" - Ryan's story
Whilst training in the forces, Ryan started to experience bipolar disorder and psychosis. For World Bipolar Day, he explores his symptoms, recovery goals, Rethink Mental Illness’ peer groups and the mental health work he has done over the years.
Find out more Find out more
“I’m just my old self again” – Mindy’s story
Mindy, who lives with schizophrenia, has been staying in Lindsay House, a Rethink Mental Illness supported accommodation service. She shares the help she has received from staff and how her life has changed for the better.
Find out more Find out more