TOMS Reacts With Lightning Speed to Consumers Voicing Concern Over Gendered Messages

This morning @morandifan1 tweeted a photo to me of a troubling message from the usually progressive brand TOMS. On their website’s kids landing page was a trio of three photos, one suggesting boys’ “Playtime Approved” shoes and the other suggesting to “Little Ladies: adorn their feet for spring” with a bubble gum pink background.

TOMS original landing page.

TOMS original landing page.

Girls are definitely more than adornment. Thanks @morandifan1 for using your voice to call this out.

On the PPBB Facebook page I posted:

Really, TOMS? Girls are not ornaments we adorn. Girls play, too!

Your website says, “A simple idea can make a big difference.” Here’s a simple idea for you: Please regard girls’ feet as the vehicles for climbing, running, jumping, chasing, twirling, skidding, sliding, and tumbling. Girls are children, active, wild and full of energy. Little girls’ feet do the very same things little boys’ feet do.

See girls for the instruments they are, not the ornaments our culture tells them to be!

TOMS post

 

That was at 1:15pm or thereabouts, you can read the thread here. I also sent out a similar tweet around the same time:

TOMS tweet
In no less than two hours TOMS had responded on the PPBB Facebook page with this statement:

TOMS

 

The update to their website now reflects a more gender inclusive message, inviting customers to check out “new arrivals for kids”. A marked improvement from the earlier suggestion that boys do playtime while girls sit pretty. We know that message doesn’t align with TOMS branding or how they view their customers, and I was so pleased to see how quickly they acted once made aware of the misstep.

Pink shoes, patterned shoes, glitter shoes, ice cream shoes, rhino shoes, stars & stripes shoes…..thank you for making all shoes for all kids and recognizing girls AND boys like dress up shoes and playtime shoes. Thanks TOMS!

The update to the TOMS website this afternoon.

The update to the TOMS website this afternoon.

 

MAW Profile PicMelissa Atkins Wardy is a speaker, media consultant, and the author of Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, from Birth to Tween. She is the creator and owner of Pigtail Pals & Ballcap Buddies, a company that has been offering empowering apparel and gifts to Full of Awesome kids since 2009 www.pigtailpals.com.

Find her at www.melissaatkinswardy.com. You can connect with her on Facebook (Pigtail Pals Ballcap Buddies) and Twitter (@PigtailPals) and Pinterest (Pigtail Pals & Ballcap Buddies). 

Asking People To Think Is Not The Same As Asking People To Hate

Let’s redirect a thread that went off the rails last night. I asked for community members to caption a snapshot taken during a retail experience of two toys placed at eye level to young children.

The snapshot sent in by a shopper that I asked to be captioned by my community.

The snapshot sent in by a shopper that I asked to be captioned by my community.

In short time people became upset claiming that I was hating on the toy company who makes the toys and “overreaching”. If I had asked the group to evaluate the toy company based on two products from their large line, I’d agree with that criticism. Except that is not what I did. I’m not taking a holistic look at this company because I’m asking my community to simply caption a snapshot – which by definition means a still from a moment in time.

Asking people to think is not the same as asking people to hate. Asking people to think critically about what media and cultural messages a child might experience and ingest during a shopping trip isn’t an overreach. It is a necessity.

I choose all of my words very carefully here, I have to because I have such a large audience and I have to make sure every word counts and gets across the message I want delivered.

That is exactly why I chose the word “snapshot”. Because it is a moment in time, and that is what a young child would be seeing if he or she were in the store. From this snapshot a child in present time would see a boy playing with cars that do things and go out into the world and a girl at home cooking. That comprises the world a young child would know. That singular message alone reinforces ALL of the other gender stereotypes that young child will pick up and that presents our society with some very serious limitations and deficits.

It is the drip, drip, drip, drip of sexism that most grotesquely impacts our society.

It is the drip, drip, drip, drip of sexism that most silently impacts our society.

It is the drip, drip, drip, drip of sexism that most effectively impacts our society.

With several commentors making impassioned defenses of the Hape toy company I looked carefully through their 244 page catalog and while there are really darling toys, their marketing is not. Some balanced photos yes, but hugely lacking in diversity and extremely gendered. It is such a shame, because their toys look fantastic. I’ve purchased their toys before and I don’t like or dislike them, I’m simply making an observation based on data present.

I did see some photos of girls building (Yay!) and boys and girls playing together (yes!), but I lost count of the gendered toy pairings I saw. In the first 148 pages no boys were playing house, while dozens of girls are playing house or caring for babies. Ditto for kitchen scenes. Not a single girls was shown holding a vehicle or tool (at least not in the first 148 pages). Most of the girls were wearing soft, pastel colors while the boys wore bold colors like green and red. I got so annoyed on page 148 when I flipped from a girl feeding a pink baby in a pink high chair to a boy building a red, white, and bold blue rocket that I closed the link. I went back and finished it, and yes I did see some boys in kitchens (and grilling, natch!) and boys and girls playing together, I’m not left jumping up and down and clicking my heels. Here’s why….

We should be a tish more keen to educational toy companies who do indeed produce great toys that come in boxes we recycle which make us believe the boxes don’t matter…..but this company is savvy enough to market to their niche one way in their catalog and turn around to use gender stereotypes on the boxes that go in the mainstream stores for toys that get seen by thousands more children and get sold to the masses that see the gender stereotype and buy it. As progressive parents you and I probably buy one of each for our whatever-gender child….but is that what the majority of the population is doing? No.

And that becomes a REALLY big problem down the line, and THAT is what gets my condemnation.

Also, I always have to ask this: If the boxes had photos that were racist instead of sexist, would some of you still be making the “adults, leave kids alone who just want to be kids” argument? I surely hope not. Are “kids just being kids” when exposed to adult sexist attitudes? And if not, is it then okay for me to question the marketing of these sexist attitudes to children? Even if that marketing comes from natural wood, European-looking toy companies?

Asking people to think is not the same as asking people to hate.