April 30, 2014

So, gender based toy marketing is frustrating

Like it or not, we live in a world where toys for girls and toys for boys and pink and blue sections at the toy store exist. Though some companies around the world are making strides to market toys to kids instead of splitting it by gender, not enough manufacturers and stores are stepping up. I've seen a few examples of gender based marketing recently that make me wonder how we can ever fix the problem with so many companies perpetuating it as being the right way to do things.

Back in February, Hasbro and Disney announced new toys for Star Wars Rebels. Their press release regarding those toys as well as new Marvel figures, had this headline:
Disney Consumer Products Ready to Capture Boys’ Imaginations and Dominate Toy Aisles in 2014

The content of the press release does eventually mention "we know these innovative products will resonate with kids and fans who want to create their own heroic stories." But, why not state that in the title? The title of the press release tells me, as a girl, that you don't think I'll be interested in playing with Star Wars and Marvel toys.

Look, I  know there is research proving that boys and girls play differently. I'm pretty sure that research doesn't state all girls automatically only like toys with pink labels and boys only prefer toys with blue labels. And if kids do have those tendencies, how much of them are there because of the way they see toys marketed in commercials and ads? It's a chicken vs. egg situation, and it's a cycle that needs to break and companies who put these toys out in the world have the power to do it. Disney in particular should be bold and make waves in this department because their products are going to sell, they have money - why not take a risk?



I came across another situation earlier this month when I discovered Nerd Block, Jr. Nerd Block is a mystery box subscription that puts together a box of geeky goodies and ships them once a month, and they have special boxes for kids. When I first heard of it, I thought it was a great idea. Then I clicked over to their website. They have two different boxes labeled thusly: "Epic Toys for Boys" and "Epic Toys for Girls." It gets better. The boys' box is is in a blue area of the website with brands such as J!nx, Marvel, DC Comics, Nintendo, and Star Wars. The girls' box is in a lavender section of the website with brands such as Barbie, Furby, Monster High, My Little Pony, and Hello Kitty.

Seriously?

I'm a girl who likes Hello Kitty and Star Wars. I know little boys who adore My Little Pony as well as Marvel. Why the hell are they making these gender assumptions? Why not offer a single box? Or keep two boxes, call them options 1 and 2 instead of toys for boys and toys for girls, and offer a mix of all the brands in each box. Because the way it's described now, I would have to subscribe to a boys' box to get more of the toys I want. I can wrap my head around that. But imagine trying to explain the reasoning to a little girl asking, "Why do I have to order the boys' box, aren't I supposed to like these things?" "Well, honey, toy companies don't think you should but it's really okay."

I talked about my frustration on Twitter and someone shared a dialogue she had with Nerd Block about this topic in February. I encourage you to read the entire exchange, but the gist is that Nerd Block says their initial decision was to have a unisex Block, but the audience outcry was to have them divided between boys and girls. I understand listening to your customers, but why not stand up and be different in the toy market instead of joining the rest of the drones who say sci-fi and superhero stuff is for boys and dolls and fluffy things are for girls.

One more example of screwed up gendered marketing. I bring you the case of McDonald's and The Amazing Spider-Man 2 toys.


So, let me applaud the positive side of these offerings first. McDonald's is offering Spider-Man items to both boys and girls in Happy Meals. A more typical situation at the fast food franchise is something like Spider-Man toys for the boys while girls can get Littlest Pet Shop toys. But, wow, McDonald's sure did it wrong.

Look at the top half of the above image with Spidey offerings for boys. Now examine the bottom half with Spider-Man options for girls. There is a world of difference. All the girls' items are pink or purple. Many of them feature hearts, and on more than one item, the heart is around Spider-Man's face or symbol. Boys get a mask so they can become Spider-Man. Girls get a headband so they can show their feelings for Spider-Man. Like Tor.com says, this is essentially the equivalent of giving little girls shirts that say "I want to date a superhero" instead of "I want to be a superhero." And yes, those shirts exist.

Do I like pink and purple and hearts? Heck, yes I do. But that's not all I like. I want to play dress up and pretend to be a superhero, too. All of the items in the girls' section show an incredible misunderstanding of how to reach fangirls and future fangirls. Why not just have toys in happy meals and make things more universal?

And that's the bigger question. How do we ditch these labels and colors? How do we leave pink and blue behind? I don't know the answers, but I want to figure it out.

63 comments:

  1. Gender marketing sucks! This is something that bugged me even when I was a kid. I'm hoping the newest generation grows up with parents who are more likely to just let the kids play with what they want vs what the ads tell them to.

    ReplyDelete
  2. I totally agree. We just need to let kids play with whatever they like and not attach gender crap to it. I remember when I was a kid, I hated dolls. So when my mom took me to McDonalds and it was Barbies/Hot Wheels time, I would always make sure she told the cashier that I wanted "the boy toys." I'm glad that my mom was supportive of my choices, but it's stupid that a company would automatically assume I wanted to play with Barbie because I was a little girl. If they are worried that some kids won't enjoy some their toys and give options, they should just present the options without attaching gender or making assumptions.

    ReplyDelete
  3. This comment has been removed by the author.

    ReplyDelete
  4. I showed this to my wife last night - specifically the Spider Man toys - and she totally agreed. She squinched up her face in the way she does when she doesn't like something and said, "If a girl likes Spider Man she'll want Spider Man. It doesn't have to be all pinkified."

    ReplyDelete
  5. I just complained to McDonald's last month that my son cannot get a Happy Meal with a pony without the person screaming back "it's for a girl!"

    ReplyDelete
  6. اهم شركات كشف تسربات المياه بالدمام كذلك معرض اهم شركة مكافحة حشرات بالدمام والخبر والجبيل والخبر والاحساء والقطيف كذكل شركة تنظيف خزانات بجدة وتنظيف بجدة ومكافحة الحشرات بالخبر وكشف تسربات المياه بالجبيل والقطيف والخبر والدمام
    شركة تنظيف خزانات بجدة
    شركة مكافحة حشرات بالدمام
    شركة كشف تسربات المياه بالدمام

    ReplyDelete
  7. اهم شركات نقل العفش والاثاث بالدمام والخبر والجبيل اولقطيف والاحساء والرياض وجدة ومكة المدينة المنورة والخرج والطائف وخميس مشيط وبجدة افضل شركة نقل عفش بجدة نعرضها مجموعة الفا لنقل العفش بمكة والخرج والقصيم والطائف وتبوك وخميس مشيط ونجران وجيزان وبريدة والمدينة المنورة وينبع افضل شركات نقل الاثاث بالجبيل والطائف وخميس مشيط وبريدة وعنيزو وابها ونجران المدينة وينبع تبوك والقصيم الخرج حفر الباطن والظهران
    شركة نقل عفش بالرياض
    شركة نقل عفش بالطائف
    شركة نقل عفش بالدمام
    شركة نقل عفش بجدة
    شركة نقل عفش بمكة
    شركة نقل عفش بالمدينة المنورة
    شركة نقل عفش بينبع
    شركة نقل عفش بالخرج
    شركة نقل عفش بالقصيم

    ReplyDelete
  8. Thanks for sharing this quality information with us. I really enjoyed reading.
    super smash flash 2 | strikeforce kitty 2 | super smash flash 2 unblocked | strike force kitty 2

    ReplyDelete
  9. This is great websites, I visited some of them but I didn't know that Google offers free games.And this is I play free flash games in this websites.
    age of war

    ReplyDelete
  10. Your article is awesome! How long does it take to complete this article? I have read through other blogs, but they are cumbersome and confusing. I hope you continue to have such quality articles to share with everyone! I believe there will be many people who share my views when they read this article from you!
    happy wheels

    ReplyDelete
  11. Babel accounting and managing contracting companies Software is the first in the Middle East according to its spreading among contracting companies and clients in the Middle east and the world soon,,,,,,
    I recommenda Babel Software
    ادارة ومحاسبة شركات المقاولات
    برنامج الحسابات العامة
    برنامج ادارة شركات المقاولات
    ادارة ومحاسبة شركات المقاولات
    ادارة شركات الاستثمار العقارى
    برنامج محاسبة مقاولات
    برنامج شركات مقاولات
    برنامج مقاولات
    برنامج مراقبه مخازن
    برنامج مراقبة مخازن
    ادارة ومراقبه المخازن
    ادارة ومراقبة المخازن
    منظومة مراقبه المخازن
    برنامج ادارة ومراقبه المخازن
    برنامج ادارة المخازن
    برنامج مخازن
    برنامج ادارة المشتريات
    برنامج استثمار عقارى
    منظومة الاسيتثمار العقارى
    ادارة التسويق العقاري
    ادارة الاستثمار العقاري
    برنامج محاسبة شركات المقاولات
    المعالجة المحاسبية للاستثمار العقاري
    ادارة التسويق والاستثمار العقاري
    برنامج محاسبة شركات المقاولات
    برنامج استثمار عقارى
    المعالجة المحاسبية للاستثمار العقاري
    برنامج مصنع خرسانة جاهزة
    برنامج ادارة مصانع الخرسانة
    برنامج ادارة مصانع الخرسانة الجاهزة
    منظومة ادارة الانتاج
    برنامج ادارة محطات الخرسانة
    شركات الخرسانة الجاهزة

    ReplyDelete



  12. Babel account & manag contracting companies
    The program includes 12 specialized systems in contracting field and providing explanation library of 145 videos with total of 6 hours of explanation
    and providing more than 200 questions in the field of contracting and group of essays which serve contracting companies
    babelsoftco
    مكونات الخرسانة الجاهزة
    ادارة ومراقبه المستخلصات
    برنامج ادارة المستخلصات
    برنامج ادارة المستخلصات وخطابات الضمان
    برنامج مستخلصات
    ادارة مستخلصات اصحاب الاعمال
    برنامج خطابات ضمان
    ادارة خطابات الضمان
    انواع خطابات الضمان
    شرح خطابات الضمان
    برنامج اعمال ادارية
    منظومة الاعمال الادارية
    برنامج اعمال ادارية لشركة مقاولات
    برنامج حسابات لشركة مقاولات
    برنامج محاسبة
    برنامج حسابات مقاولات
    برامج محاسبة
    برنامج الحسابات العامة
    الحسابات العامة
    برنامج ادارة شركات المقاولات
    برامج محاسبة شركات المقاولات
    برنامج محاسبة مقاولات
    برنامج مقاولات
    برنامج الحسابات العامة
    برنامج ادارة العقارات
    برنامج محاسبة مقاولات
    برنامج ادارة شركات المقاولات
    برنامج محاسبة شركات المقاولات
    برنامج بابل للمقاولات
    برنامج محاسبة مقاولات
    المعالجه المحاسبية لضريبة القيمة المضافه

    ReplyDelete
  13. Back in February, Hasbro and Disney announced new toys for Star Wars Rebels. poker online terpercaya

    ReplyDelete
  14. Due to the gender of children's toys marketing gets into trouble. I hope this problem can be resolved quickly so that children's toy marketing can return to stability. by Agen Togel

    ReplyDelete
  15. Thank you for this very helpful information, I am a very grateful visitor from Indonesia for this information.
    please visit our site: http://zonapiksi.co


    prediksi paktuntung


    situs poker


    daftar poker terpercaya


    daftar situs poker


    situs poker terpercaya


    idrpkr.net


    128pkr.com


    jasapkr88.com


    qiudepo.club

    ReplyDelete
  16. I am happy with your article, Fajartoto think your website is pretty good. Many articles are very useful for everyone. I am sure your website will grow in the future. Fajartoto will always support your website, hopefully more advanced. keep the spirit... thanks

    bandar togel online terpercaya
    togel online
    agen togel terpercaya
    bandar togel sgp
    situs togel resmi
    togel online terpercaya
    situs togel online
    bandar togel hongkong
    prediksi sgp
    syair togel hk

    ReplyDelete
  17. JEE Main Log In is applicable for all those candidates who will register for JEE Main 2020.The JEE Main Log in Page is also called “Candidate Login Page“. In the JEE Main 2020 Login, candidates have to enter their application number, password and security pin.

    ReplyDelete
  18. Thanks for putting this together because it's so good for y8 source. This is obviously a great article.

    ReplyDelete
  19. In my opinion, the issues you raise are still some unclear. I hope in the near future to read more articles from you this link

    ReplyDelete
  20. I never thought I will come in contact with a real and potential hacker until I knew   brillianthackers800 at Gmail and he delivered a professional job,he is intelligent and understanding to control jobs that comes his way
    Contact him and be happy

    ReplyDelete
  21. *WakaToto Bandar Togel Online Tepercaya*
    Kami memberikan pelayanan dan kualitas server berkelas international
    Gabung dan rasakan sendiri kapanpun dan dimanapun
    Situs Rolet Online Terpercaya
    Bandar Dadu Online
    Situs Casino Online Terbaik
    Syair Hk
    Data SGP
    Prediksi Togel Online

    ReplyDelete
  22. If you shopped something at Rue21 store recently, then you are invited to share your experience with the company through the online Rue21 Guest Experience Survey.

    Rue21 Customer Survey

    ReplyDelete
  23. I totally agree. We just need to let kids play with whatever they like and not attach gender crap to it. I remember when I was a kid, I hated dolls. So when my mom took me to McDonalds and it was Barbies/Hot Wheels time...Click here

    ReplyDelete
  24. Thanks for fantastic info I was looking for this information for my mission.

    ReplyDelete
  25. Five Below Outlet comprehending your valuable feedback, your opinion counts. The results of the survey will be kept at Five Below and will be used to develop new products and/or improve the existing ones.

    Five Below Customer Survey

    ReplyDelete
  26. Myhr Mizzou is offered by the University of Missouri (Mizzou) for its employees as Mizzou Canvas Login Portal. The main reason behind creating Myhr Mizzou portal is to enable its employees with serials of benefits for using it.
    Myhr Mizzou

    ReplyDelete
  27. This comment has been removed by the author.

    ReplyDelete
  28. Are you struggling with how to use quickbooks point of sale then here is the complete guide of how can you use quickbooks point of sale quickbooks point of sale training

    ReplyDelete
  29. Nice toys. I am looking for kids' VTech KidiZoom Smartwatch DX2. It is an amazing toy for kids.

    ReplyDelete
  30. Türkiye'nin en iyi kaçak bahis siteleri ile bedava bahis yapın. Çevrimsiz bedava bonus veren bahis firmaları için sitemizi takip edin.

    Türkiye'nin en güvenilir bahis siteleri ile bahis oynayın. Deneme bonusu veren bahis şirketleri için sitemizi ziyaret edin.

    Ülkemizdeki en iyi kaçak iddaa siteleriyle canlı bahis oynayın. Hoş geldin bonusu veren siteler için sitemize bekliyoruz.

    Türkiye'nin en iyi kaçak bahis siteleri ile bedava bahis yapın. Çevrimsiz bedava bonus veren bahis firmaları için sitemizi takip edin.


    Türkiye'nin en güvenilir bahis siteleri  ile bahis oynayın. Deneme bonusu veren bahis şirketleri için sitemizi ziyaret edin.

    betwinner giriş  ile bahis oynayın. Deneme bonusu veren bahis şirketleri için sitemizi ziyaret edin.


    Ülkemizdeki en iyi kaçak iddaa siteleriyle canlı bahis oynayın. Hoş geldin bonusu veren siteler için sitemize bekliyoruz.

    ReplyDelete
  31. Bütün Dizi ve filmleri full hd 1080p kalitede izle yabancı dizi izle ve indir reklamsız yabancı dizi izle.

    Full hd film izle ve indir reklamsız donmadan film izle.

    Büyük arşivimizle yabancı film izle veya indir reklamsız olarak izleme keyfini arttır.
    arcane izle yada full hd dune izle
    the witcher izle

    ReplyDelete
  32. En kaliteli yerli ve yabancı film izlemek için sitemizde yer bulabilirsin. Donmadan ve takılmadan film izlemek için en doğru yer. en hızlı Film izleme sitesinde Örümcek Adam Eve Dönüş Yok izle gibi yapımları seyredin.

    Dune izlemek isteyenlere takılmadan türkçe dublaj izleyebilirler. Vizyona giren en yeni filmlerin hepsi burada.

    Yabancı film izlemek isteyenler için vizyona giren Cem Yılmaz Diamond Elite Platinum Plus izle gibi stand-up şovlar yer alıyor.

    ReplyDelete
  33. Kaptan Amerika ve Karadul’un maceralarının film izle anlatıldığı bu filimde Falcon karakteri yer alır.

    ReplyDelete
  34. Maltbahis web sitesinde birçok farklı spor dalının maltbahis bulunduğu gerçeğinden bahsetmeye çalışıyoruz.

    ReplyDelete
  35. Ayrıca film kapanışından sonra devam eden film izle kısımda Quicksilver ve Scarlett Witch karakterleri gösterilir.

    ReplyDelete
  36. Futbol ve basketbol bu sporların en popüler dalları gorabet olsa da bazı kişiler şanslarını farklı lig maçlarında denerler.

    ReplyDelete
  37. 2. Evrede tanıtılan yeni karakterlerin yanı sıra Thor – Karanlık Dünya film izle filmi ile sonsuzluk taşlarından açıkça söz edilir.

    ReplyDelete
  38. İddaa web sitesi genellikle her tür kullanıcıya onwin hizmet veren bir bahis mağazasıdır.

    ReplyDelete
  39. Film sitesi’in hiç şüphesiz en güvendiği film izle film olan Yenilmezler: Ultron Çağı 2. Evre içerisinde sinemada gösterime girer.

    ReplyDelete
  40. Bu nedenle bazı durumlarda sitede üyeler ile bahis siteleri çatışmalar yaşanabilmektedir. Bu farklılıklar farklı yerlere de yansıyabilir.

    ReplyDelete
  41. Bu filmin Film sitesi Sinematik Evrenine olan film izle en büyük katkısı Sonsuzluk taşlarından biri olan Scepter yani Zihin taşıdır.

    ReplyDelete
  42. Zihin taşı, bu filmde sahneye çıkan Vision karakterinin film izle güç kaynağı olur. 2. Evre içerisinde çekilen bir film ile izleyiciler yepyeni bir dünya ile tanışır.

    ReplyDelete
  43. Birbirlerinden çok farklı 5 kişilik bir gruptan oluşan bu ekibin film izle yer aldığı filmde sonsuzluk taşları ile ilgili çok daha fazla bilgiye ulaşıyoruz.

    ReplyDelete
  44. At yarışı oyununda kazanmak artık çok kolay… Üyelik yok, aidat yok… Ücretsiz altılı ganyan kurgularının yer aldığı atyarisim.com adresinde günlük yerli ve yabancı altılı tahminleriyle, yarışseverlerin kazanmasına yardımcı olan platformda başarılı yorumcuların oluşturduğu kuponlara ulaşabilirsiniz. at yarışı tahminleri

    ReplyDelete
  45. kaliteli sitelerde sizlerde üye olmadan Lezler Sohbet siteleri ile ücretsiz ve üyeliksiz olarak girşş yapabilirsiniz.

    ReplyDelete
  46. Konuda yazılanı Türkçe 'ye çevirerek okudum. Şahane biz yazı olmuş. Tamamen katılıyorum. Oyuncaklara karşı film izle seçeneği ile Türkiye'nin en popüler ve kaliteli film izleme sitesinde vakit geçirebilirsiniz. Bu yöntem ile de oyuncaklardan kurtulmuş olursunuz.

    Tavsiye edeceğim film: Yenilmezler 2 türkçe dublaj full izle

    ReplyDelete
  47. This comment has been removed by the author.

    ReplyDelete
  48. Otobüsü minibüse çevirmek için öncelikle otobüsten koltuk sökülerek 16+1 koltuğa çevrilir ve projesi çizilerek otobüsü minibüse çevirme işlemi yapılır.

    ReplyDelete
  49. kıbrıs taksi ve kıbrıs otel transfelerini merak ediyorsan sayfamızı ziyaret edebilirsin. Ayrıca Taksi, şoför ve taksici tarafından kullanılan, daha çok kent içinde ya da yakın çevresinde bir yerden bir yere gitmek için tutulan ulaşım aracıdır. Genellikle sarı renkli ticari araçtır. Taksi durağı'ndan veya telefon ve uygulama ile çağrılarak alınan taksi, arabası olmayanlar için kolaylık sağlar.

    ReplyDelete
  50. kişisel gelişim hakkında tüm merak ettiklerinize sayfamızdan ulaşabilirsiniz. Ayrıca kişisel gelişim kitapları satın almak isterseniz doğru adrestesiniz.

    Kişisel gelişim eğitimleri, bireylerin potansiyel beceri ve davranışlarını geliştirmelerine yönelik yapılan eğitimlerdir. Hem günlük yaşantınızda hem de iş dünyasında size fayda sağlayacak birçok kazanım elde edebileceğiniz eğitim videolarına Kişisel Gelişim Dersleri bölümünden ulaşabilirsiniz. Bu eğitimler sayesinde motivasyonunuzu arttırabilir, potansiyel yeteneklerinizi geliştirebilirsiniz.

    ReplyDelete
  51. We are at your service with the best prices in Rize daily tours, Rize trips, accommodation tours or cultural tours from Rize. We offer a high level of comfort to our guests with a quality service, 100% customer satisfaction, expert professional guide staff and foreign language experience. Ayder accommodation tour, places to visit in ayder tour, ayder vip tours, ayder plateau tour, daily ayder tour, rize ayder tour, batum accommodation tours, places to visit in batumi, batum vip tours, daily batumi tour, rize departure batum tour..!!!
    https://www.rizetours.com/

    ReplyDelete

Related Posts Plugin for WordPress, Blogger...