The discussion around gender stereotypes in toys and child marketing has gained significant traction recently. Companies are finally recognizing that confining children’s interests to gender-specific categories is outdated and limiting. One such company, Toy Universe, has fully embraced this idea in their 2015 holiday catalogue, and the results are fantastic.
Take a look at this: a boy is happily pushing a baby doll stroller, and the world hasn’t crumbled! And here’s another surprise—a girl is engaged with a toolset! This is wild! The Spanish brand Toy Universe has made headlines for the second consecutive year by eliminating gendered marketing from its Christmas catalogue, receiving an overwhelmingly positive response. The company’s managing director, Carlos Mendez, shared with the Spanish publication El Mundo that he hopes other brands will follow suit.
Research indicates that societal reactions to boys engaging with traditionally “feminine” toys can influence their actual preferences. According to Parenting Science, boys demonstrate a stronger inclination towards stereotypically male toys, while girls don’t have the same level of preference for female-oriented toys. One hypothesis suggests that boys face harsher criticism for stepping outside of gender norms, leading to a stronger adherence to gender-typical play.
This is evident when observing public reactions to boys dressing as princesses or playing with dolls—there’s often significant backlash. In contrast, girls playing with trucks or tools usually doesn’t attract the same scrutiny, even though these items aren’t typically marketed toward them.
Here’s a startling revelation: girls aren’t inherently drawn to pink and baby dolls, just as boys don’t emerge from childhood dreaming of tool sets. While testosterone may influence how children interact with toys, it doesn’t dictate which toys they gravitate towards. Hand a girl a set of plastic dinosaurs, and she might create intricate narratives, forage with them, or treat them as pets. A boy, on the other hand, may organize dinosaur battles. Perhaps it’s not the toys that shape male or female play styles but rather how children choose to engage with their toys.
So, why do we feel the need to label toys as “for boys” or “for girls”? In a society striving for equality in workplaces and homes, why is it considered unusual to see a boy play with a doll? The roles of caretaker and nurturer are no longer solely associated with women, as men are increasingly stepping into these roles.
Campaigns like this send a powerful message to children early on: you can pursue whatever interests you. Boys can be caregivers, and girls can be builders. There’s absolutely nothing wrong with that.
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In summary, Toy Universe’s initiative to eliminate gendered marketing in their toy catalogue not only challenges outdated stereotypes but also encourages children to embrace diverse interests. By fostering an environment where boys can nurture and girls can build, we pave the way for a more inclusive future.