Think before you gift. What message are we sending with toys?
Before gifting that pink kitchen set for a girl or the transformer for a boy, pause for a moment. Historically, the toy industry has thrived on perpetuating gender stereotypes. As the French essayist and critic, Roland Barthes, expressed, toys are essentially a “microcosm of the adult world”, reflecting societal views.
Toys are instrumental in molding children’s understanding of societal roles. Labels and color codes like pink and blue, along with limited gender diversity, constrict their worldview. Even in the progressive 21st century, toys are still reinforcing gender stereotypes. Let’s delve into the implications of such toys and the growing initiative for gender neutrality and inclusivity in the toy industry.
The “Hot Potato Effect”: How children internalize gender biases from toys
Children’s brains are highly malleable, enabling them to pick up new skills and social cues with ease. Recognizing this malleability underscores the imperative for caregivers to create an environment free from entrenched stereotypes and biases. The term “Hot Potato Effect” emerged from the observations by psychologist D. B. Carter in 1987 and illustrates this principle poignantly. He found that a boy, upon discovering a female figure inside a racing car toy, immediately dropped it as if it were a hot potato.
Building on this, developmental psychologist Christia Brown found that girls often shy away from “boy’s toys” but show interest if the same toy is marked for girls. This bias is similarly observed in boys.
Understanding the substantial impact of such internalized biases during early development is essential as we delve into the broader, more public domain of toy marketing. It’s within this domain that these subtle stereotypes are amplified and solidified, categorically dividing the world of toys into distinct realms of blues and pinks, actions and nurtures.
The pitfalls of gendered marketing
Toys aren’t just playthings; they offer children a window into the adult world and are instrumental in nurturing a variety of skills. However, the divide is clear: toys for girls often emphasize beauty, domesticity and nurturing (think toy cooking sets and dolls like Barbie), while those for boys focus on action, construction and excitement—sometimes even aggression and violence (consider toys like weapons and soldiers). Such demarcations not only solidify traditional gender norms but also influence children’s self-belief and aspirations, making them think certain roles aren’t for them.
The need for gender-neutral toys
To break free from restrictive labels, we need gender-neutral toys. Contrary to some beliefs, moving towards such toys doesn’t create confusion for children or translate to a world devoid of colors like pink or blue. It’s about viewing toys from a societal lens, encouraging diversity in colors and preferences. The goal is to let toys be just that—toys, without any attached societal responsibilities or roles, letting children explore a spectrum of themes, colors and possibilities, free from market-driven influences.
Industry evolution: Embracing gender neutrality in toys
In recent years, gender-neutral toys have become increasingly prevalent, marking a substantial shift in the toy industry’s approach to children’s products. Ken Seiter, the Executive Vice President of Marketing Communications at the Toy Association, substantiates this trend, foreseeing its continual growth. This transformation signifies more than a mere industry shift; it symbolizes a progressive stride toward demolishing gender stereotypes and cultivating an inclusive, empowering environment for children.
In August 2015, Target responded to consumer concerns over pronounced gender distinctions by removing gender-specific labels from its toy aisles. Further, in 2017, the Toy Association ceased gender-specific toy awards, indicating an evolving perspective on gender within the industry. Mattel followed suit in 2019, releasing a gender-inclusive doll line, and in 2021, Hasbro modernized Mr. Potato Head by removing the “Mr.”, reflecting a broader inclusion initiative.
Image courtesy of Lego
Fast forward to May of this year, and Lego has boldly stepped onto the path of inclusivity. The company launched a fresh line named “Lego DREAMZzz”. While it boasts adventure-themed toys—a theme historically skewed towards boys—like a pegasus horse, a robot, a crocodile car and a shark ship, Lego has been meticulous in ensuring it doesn’t cater to just one gender.
Image courtesy of Lego
Their advertising campaigns for this line prominently showcase girls reveling in the fun these sets offer. Moreover, in the accompanying TV series crafted by Lego for this product line, both boys and girls take center stage as main characters, further solidifying the brand’s commitment to breaking down gender barriers.
Legislative strides and corporate innovations
Legislative efforts are paralleling corporate initiatives, with California Gov. Gavin Newsom signing a law in October 2021 mandating gender-neutral sections in retail stores, effective from 2024, for toys and children’s items, a development met with varying degrees of approval. California Assemblyman Evan Low emphasized this alignment with existing corporate innovations, stating, “We saw that businesses were going this direction.”
These collective efforts underscore the importance of inclusivity and representation in toys, signaling a societal and industry shift towards enriching childhood experiences and embracing diverse gender identities.
The transformative power of toys
Toys have an unmatched potential to boost the creative and emotional faculties of children. Whether it’s coloring books, puzzles or blocks, the emphasis should be on imagination and skills rather than sowing seeds of divisions.
The benefits of gender-neutral toys are manifold: by breaking the shackles of stereotypical norms, they provide a balanced approach to learning and development, introducing children to a variety of fields, including STEM/STEAM, from an early age. They not only stimulate logical and artistic thinking but also fuel curiosity and experimental learning, opening myriad doors to diverse careers and intellectual growth.
Consider a unisex doll: children can put it to sleep, involve it in a fantasy battle or use it for storytelling without being boxed into gendered play patterns. Such toys empower children with resilience, independent thinking, and the courage to pursue their unique interests and goals.
It’s crucial that the emphasis is on individuality and inclusivity, fostering a society that values diversity, equality and freedom of expression. While the journey to dismantle gendered narratives in toys is challenging, it necessitates collaborative efforts from manufacturers, educators, parents and society. By endorsing inclusive brands and values, we can create a more equitable and enriching environment, ensuring every child has the opportunity to explore, learn and grow without limitations.
Also read:
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- Crypto’s Gender Disparity Problem Needs to Be Addressed
- Accelerating Asia Co-Founder: Gender Inclusivity Is Good For Business
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