Failed Attempts at Gender Neutrality and Acceptance in the Toy Industry
Lombrozo 1
Claire Lombrozo
Film and Media Studies 70
Diana Pozo, Wed. @ 3
11 March, 2013
Failed Attempts at Gender Neutrality and Acceptance in the Toy Industry In recent years, toy industries have made an effort to manufacture toys that are “gender neutral” and “accepting” of all types of children. Nowhere is this more evident than the actual toy aisles, which in previous years boasted pretty pink Mattel Barbies in the girls ' aisle, the epitome of the “Cult of True Womanhood”, and action figures and guns in the boys ' aisle, an ode to masculinity. Today, the girls ' aisles are packed full of inhuman dolls such as Novi Star, an alien girl, and Mattel 's Monster High Dolls, who more closely resemble the villain in horror films than any domestic goddess. As an employee of Toys “R” Us, I have witnessed the change from girls wanting the newest, pinkest Barbie to the latest, scariest Monster High Doll. The boys ' aisle is also making a change, namely Nerf Guns for girls, Easy Bake Ovens for boys, and a new branch of Legos called “Lego Friends” for girls. Although these changes would seem a move in the right direction towards gender neutrality, there are still many flaws. For instance, Hasbro 's Nerf Guns and Legos for girls are still pink and purple, stereotypical girl colors, and Mattel 's Monster High Dolls still wear inappropriate clothing and high heeled shoes, reminiscent of classic images of femininity. While Hasbro, Lego A/S and Mattel have made an effort to produce toys that are gender neutral and relatable to unique individuals, their attempts have fallen short and are still feeding into the “Cult of True Womanhood” stereotype. Why are girls being pushed towards Nerf Guns and Legos instead of pretty Barbie dolls? In the article “More Dads Buy the Toys” by Stephanie Clifford, Dr. Susan C. Levine, chairwoman of the psychology department at the University of Chicago and co-principal investigator at the National Science Foundation’s Spatial
Claire Lombrozo
Film and Media Studies 70
Diana Pozo, Wed. @ 3
11 March, 2013
Failed Attempts at Gender Neutrality and Acceptance in the Toy Industry In recent years, toy industries have made an effort to manufacture toys that are “gender neutral” and “accepting” of all types of children. Nowhere is this more evident than the actual toy aisles, which in previous years boasted pretty pink Mattel Barbies in the girls ' aisle, the epitome of the “Cult of True Womanhood”, and action figures and guns in the boys ' aisle, an ode to masculinity. Today, the girls ' aisles are packed full of inhuman dolls such as Novi Star, an alien girl, and Mattel 's Monster High Dolls, who more closely resemble the villain in horror films than any domestic goddess. As an employee of Toys “R” Us, I have witnessed the change from girls wanting the newest, pinkest Barbie to the latest, scariest Monster High Doll. The boys ' aisle is also making a change, namely Nerf Guns for girls, Easy Bake Ovens for boys, and a new branch of Legos called “Lego Friends” for girls. Although these changes would seem a move in the right direction towards gender neutrality, there are still many flaws. For instance, Hasbro 's Nerf Guns and Legos for girls are still pink and purple, stereotypical girl colors, and Mattel 's Monster High Dolls still wear inappropriate clothing and high heeled shoes, reminiscent of classic images of femininity. While Hasbro, Lego A/S and Mattel have made an effort to produce toys that are gender neutral and relatable to unique individuals, their attempts have fallen short and are still feeding into the “Cult of True Womanhood” stereotype. Why are girls being pushed towards Nerf Guns and Legos instead of pretty Barbie dolls? In the article “More Dads Buy the Toys” by Stephanie Clifford, Dr. Susan C. Levine, chairwoman of the psychology department at the University of Chicago and co-principal investigator at the National Science Foundation’s Spatial
Bibliography: Clifford, Stephanie. "More Dads Buy the Toys, So Barbie, and Stores, Get Makeovers." The New York Times. The New York Times, 04 Dec. 2012. Web. 20 Feb. 2013. . Rusak, Gary. "Monster High Grows While Mattel Misses Wall Street Expectations in Q4 » Kidscreen." Kidscreen. Kidscreen, 1 Feb. 2013. Web. 10 Mar. 2013. . Kell, John. "Toy Aisle 's Gender Divide Becoming Less Obvious." The Wall Street Journal. Market Watch, 13 Feb. 2013. Web. 20 Feb. 2013. . Lipkin, Elline. "Mattel 's New "Monster High" Dolls Play on Old-School Stereotypes." Ms. Magazine Blog. Ms. Magazine, 19 Aug. 2010. Web. 10 Mar. 2013. . Wardy, Melissa. "Meeting with Mattel about Monster High." Web log post. Pigtail Pals and Ballcap Buddies. Pigtail Pals-Redefine Girly!, 24 Oct. 2012. Web. 10 Mar. 2013. . Lileks, James. “The Unisex Child.” National Review 64.23 (2012): 41. Web. 10 Mar. 2013. Manji, Irshad. “The Internet 's a Buzz.” Herizons 14.1 (2000): 43. Web. 10 Mar. 2013. “By the Way...Gender Neutrality is on the Rise.” Daily Mail 7 Mar. 2012: 36. Web. 10 Mar. 2013 MonsterHigh Monster High. Mattel, Inc, 2013. web. 10 March 2013. Rowe, Kathleen K. “Roseanne: Unruly Woman as Domestic Goddess.” Screen 31:4, 1990, pp. 408-419. Jenkins, Henry. “Buying Into American Idol.” Convergence Culture. NYU Press, 2006, pp. 59-83.