Overcoming Gender-Based Toy Marketing One Advertisement At A Time

Many kids grow up thinking that pink is for girls and blue is for boys, as the picture below shows. Dolls, princesses, and beauty related toys are typically marketed to girls, whereas building sets, cars, and action figures are mostly advertised to boys. However, such stereotypical marketing can have negative effects, providing children with narrow views of what it means to be a girl or a boy. Brands and marketers have received much criticism in the past few years for perpetuating these traditional constructions of gender, however, others are slowly seeking to change this problem. One of our Youth Advisory Board members, Julia Tanenbaum, weighs in on this subject, highlighting areas of frustration and where progress is being made. 

Overcoming Gender-Based Toy Marketing One Advertisement At A Time

Pink and Blue ToysDespite conventional wisdom that today’s children can pursue whatever career or lifestyle they please without their gender impairing their ability to succeed, the toys we raise them with send a completely different message. This year has given us toys like Campaign for a Commercial Free Childhood “award” nominated LEGO Friends Butterfly Beauty Shop, which shows girls that they can only learn engineering principles when their materials are pink beauty supplies and they can “get primped and pretty” instead of, say, building. Although LEGO has received much attention for its offensive gender marketing, children are constantly bombarded with toys espousing equally damaging messages. Bratz dolls and Barbies teach girls to focus on their appearance and aspire to be stick thin, while Nerf guns and military themed toys inspire boys to be violent and active, with little scope for nurturing or creativity. These toys and their limiting messages are bad enough in themselves, but they are just part of…

 
 

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The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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