Playing with their futures

09 December 2014 - 09:12 By Wendy Knowler
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NUTHIN' BUT A 'G' THANG: A doll at The Barbie Experience exhibit during Sao Paulo Fashion Week Winter in Brazil
NUTHIN' BUT A 'G' THANG: A doll at The Barbie Experience exhibit during Sao Paulo Fashion Week Winter in Brazil
Image: GETTY IMAGES

A few weeks ago, Karen Cole of the United Kingdom tweeted a photo of her glum seven-year-old daughter Maggie holding an advert in a Dorset branch of Tesco. It featured a superhero alarm clock with the caption "Fun gifts for boys".

The photo was retweeted more than 10 000 times, prompting Tesco to apologise and remove the sign after it was lambasted for its gender stereotyping.

But Tesco is not alone. Across the globe companies advertise based on gender stereotypes.

And this has never been more blatant than now - just look at the Christmas toy catalogues around you.

Jess Day of the UK's Let Toys Be Toys campaign, formed by a group of parents fed up with the way toys were being marketed, is reported as saying: "We believe there is no such thing as a 'girls' toy' or a 'boys' toy'."

"Marketing toys by gender limits children's choices, limits their chances to learn and develop and it feeds bullying.

"Selecting toys by gender means children will only be offered a limited range, and miss out on the chance to find and enjoy things that really interest them."

Companies tended to defend the decision to organise toys into "boys" and "girls" categories by saying they are helping customers, the campaign said.

"The same arguments were made for signage in toy shops, but following a 60% drop in 'boys' and 'girls' signage last year, shoppers still seem to be able to find a dolly under 'dolls' instead of 'girls'.

"We're just asking retailers to say what it is, not who it's for."

Here toys are still very much a pink or blue affair.

What do local retailers say about gender stereotyping?

WOOLWORTHS

"Little girls love dressing up and unwrapping sweet treats and action-packed toys and tricks are favourites of busy little boys."

Asked to comment, Woolworths went with the "helping consumers" response, saying "many of our customers have told us they would like us to guide them to make decisions, especially around gifting products".

CHECKERS HYPER

Its catalogue features five pink pages of girls' toys: prams, dolls, handbags, kitchen sets, and make-up kits, and gaming consoles and kiddy computers are advertised on a green page, with boy models.

Shoprite spokesman Sarita van Wyk said the group's toy advertising reflected the shopping habits and behaviour of most of its customers.

"It is not an attempt at gender stereotyping young children, but it's interesting to take note of the UK campaign and it is something that will be taken into account in future planning."

GAME

The catalogue has the usual separate pages of girls' (Barbies, make-up, fantasy dress-up) and boys' (mainly cars) toys, and one page labelled "Toys for Everyone" featuring Ninja Turtles merchandise, plastic scooters and sandpits.

"We are embarrassed to acknowledge that this important issue requires considerably more discussion in our business," said Massmart's group communications manager, Annaleigh Vallie.

"We will initiate discussion with our chains to identify and assess potential merchandising and advertising options."

PICK N PAY

The Christmas brochure doesn't feature much gender labelling, and its small Girls Will Be Girls section has no dolls or make-up kits - instead a bow and arrows set, a "heartbreaker" gun, and a doctor bag set, albeit all in pinks and purples.

"Some toys appeal more to girls than boys or vice versa, and where we highlight this it is simply to help customers navigate through what can be a large variety of toys.

"But we do understand the argument that children and their parents should be free to choose which toys capture their imagination, so we will look carefully to see whether we can provide helpful signposting on different types of toys without saying that some are for boys and some for girls."

TOYS R US

Its stores are strictly along gender lines, but its website has created a third category of toys for "Everyone" - a curious mix of merchandise: cars, games, science kits, a paint set, but also a pink Minnie Mouse, Barbie glam glasses and a Lego monster.

"We understand children have many diverse interests and are working to be more diligent and caring in gender portrayals throughout our stores and marketing," said Toys R Us SA marketing manager Michelle Burke.

Could the reason why so few women graduate in the fields of science, technology, engineering and maths be found in toy aisles?

Researchers seem to think so.

I'm quite sure millions of women worldwide wish their men had played with non-pink kitchen sets as young boys.

GET IN TOUCH: You can contact Wendy Knowler via email: consumer@knowler.co.za or on Twitter: @wendyknowler. She's In Your Corner for consumer issues.

 

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