20 NEWS ANALYSIS: GENDER SPECIFIC TOYS In the pink
Recently, two mothers set up Pinkstinks - a campaign that “targets the products, media and marketing that prescribe heavily stereotyped and limiting roles to young girls”. The latest subject of the organisation’s disapproval is make-up toys for kids. Katie Roberts asks the industry what they think…
Anna Chapman, Vice President, Toys & Stationery,
EMEA, The Walt Disney Company “The Walt Disney Company has a
long history of developing rich and diverse characters from different backgrounds who have different attributes, such as Jessie the cowgirl from Toy Story, Sally Carrera from Disney/Pixar Cars or our beloved Miss Piggy from The Muppets, as well as the Disney Princesses, who each have a set of values which help them rise above adversities.
Research has demonstrated the popularity of the Disney Princesses and the fantasy world that allows little girls to follow their imagination and recreate their own stories. Regardless of the colour assigned to our heroines (Cinderella – blue, Rapunzel – purple, Belle – yellow, Tiana – green, etc), they all demonstrate commendable attributes
that the use of gender stereotyping in toy packaging, (ie pinkification of the girls aisle) is a social evil that must be eradicated forthwith.
Herein lies a great dilemma for toy makers… are we as an industry best
Could the toy industry lead the way in gender neutral packaging? Of course we
could, but is it really being asked for by
a large majority of parents? Well, no. Nick Austin, Chairman, Vivid
such as courage, independence, compassion, nurture, empathy or determination. It is these attributes together with the magic and fantasy that allow for suitable, age- appropriate play-patterns.”
Nick Austin, Chairman, Vivid “Pink stinks… or does it? Once again the toy industry is in the firing line by an organisation,
www.pinkstinks.org.uk, campaigning JUNE 2012
served by reflecting the prevailing social norms of society… or are we to cast ourselves as brave agents of social change… and risk almost inevitable consumer rejection and resultant commercial failure? Even the all-conquering Lego brand faced opprobrium from pressure groups earlier this year for launching Lego Friends in packaging that clearly targeted girls. Yet Lego Friends has been an overwhelming commercial success. Thus surely proving that the majority of consumers do not see pink as a big issue in their lives. In fact, many see
pink as very positively associated with women – why does the hugely respected and successful Breast Cancer Awareness charity use a pink ribbon as its badge/logo? If you asked today’s mums if they believed that gender stereotyping through use of pink packaging is in their top 20 worries and concerns about the world in which they are bringing up their daughter, then respectfully I’d suggest it wouldn’t register on the chart ahead of the following real parental concerns: safety, health, wellbeing/happiness, family, friendships, financial security, education, opportunity, environment, future employment prospects, funding university education, teaching standards, bullying, food quality, racism, eating disorders, obesity, alcohol, drugs, smoking, mental health, internet access, pornography, etc, etc...
Could the toy industry lead the way in gender neutral packaging? Of course we could if we felt that was what we were being asked for, but is it really being asked for by a large majority of parents?
Well no, it clearly isn’t and wails of complaint are generally restricted to narrow interest groups with strong viral presence punching above their weight.
The toy industry has shown itself to be pro-active on many real issues that concern parents – toy safety, ethical manufacturing, clear packaging communication, eliminating proven hazardous substances, moving to greener packaging, etc.
Responding to consumer preferences and changes in societal norms is the way to stay successful as companies and as brands. Eliminating pink from our design palette just isn’t a big issue for the overwhelming majority of our consumers.”
Will Sharman, Head of Sales and Divisional MD, Maps Toys “Whether pink and blue products push gender stereotypes onto
young children is a tricky question.
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