Despite the fact that Halloween is still three weeks away, a store based in my home state of Wisconsin had their much anticipated holiday toy catalog out in the paper today. I got my hopes up when I opened it and there was a 10 year old boy holding a baby and showing the baby a toy. The first several pages were mostly gender neutral toys labeled “Preschool”….
Then I came to page 18, the first in the “Girls” section. I was immediately knocked over by the pink, pink, and more pink splashed across a two page spread of kitchen and housecleaning tools all gender coded because domestic duties are a woman’s work, don’t you know. Turn the page to Monster Glam dress up kids, tiaras, high heels, and princess dresses. Then we move into the pet care play, fairies and scary-skinny sexy fashion dolls. The background on all of these pages is pink, natch.
The first page of the “Boys” section shows two boy models blasting something into smithereens with giant sized automatic guns, and seven more boys on packages taking aim with their guns. Because what five year old boy doesn’t need a Howitzer and endless rounds of ammo, right? Another page of guns, some power tools, space fantasy play, vehicles and rescue squads, and then farm equipment. The background for these pages is blue or green.
There is a somewhat gender neutral “Crafts and Entertainment”, but most of the craft kits feature girls on the box or are activities like “Princess Mosaic Tiara Activity Kit” or “Princess Glitter Domes”. In the “Books and Games” section most of the books and games are character-branded and therefore gendered. The “Sporting Goods” section is dominated by boys.
The only thing keeping me from losing my mind is that the science kits all look super awesome and are gender neutral (no Spa Science or Lipstick Lab kits, thank goodness). That is what I will be buying my children. From a different store, most likely, if I can find one that respectfully advertises to children.
In a 71 page catalog there are 9 images of boys and girls playing together. On the pages advertising the toys never once is a boy shown doing something caring or tender, nor is a girl shown doing something more adventurous than sledding. The predominant theme for girls was keeping up the house and looking pretty. The predominant theme for boys was killing and taking care of the farm. My we’ve come a long way since the 19th century.
These issues are not specific to this store. We know all too well every catalog we get is going to look like this unless we live in Sweden. This kind of marketing is everywhere, so much so that people believe these manufactured differences to be biological truth. I say: When we limit our children, we limit our children.
“Watch commercials that are targeted at little girls. A commercial for a toy or a game for a little girl always seems like it came from another world where feminism NEVER happened.” -Jared Logan
This video nails it, via Princess Free Zone.