Blog ❯ Why The Kids Of Today Need More Gender Neutral Toys
Why The Kids Of Today Need More Gender-Neutral Toys
It may seem like gendered toys are no big deal, but they can have some harmful consequences. If baby dolls are marketed entirely to girls and toolboxes are marketed entirely to boys, it subconsciously teaches kids about what is and isn’t meant for them from a very young age. We need to start challenging these assumptions, and focus more on diversity, inclusion, and gender equality during play time. Want to be an activist for kids and families today? You need to start with toys.
Challenging large toy companies
Back in 2012, 13-year-old McKenna Pope petitioned that the American toy company Hasbro should start making their Easy-Bake Oven in more gender-neutral colors. The popular toys came in traditional “girly” colors like pink and purple, which made young boys feel like the ovens were not for them. Her little brother loved to cook and wanted one of these ovens but was hesitant because of the color, which inspired McKenna to start an important conversation around gendered toys. This was shared as a TED Talk, and viewed by over 1 million people.
The Easy-Bake Oven was one of Hasbro’s most popular toys at the time, and the advertisements all showed young girls playing with the toy. Getting Hasbro to change their marketing efforts may have seemed unachievable, but McKenna was able to convince them. They even brought her and her brother to their headquarters to show them their new gender-neutral design.
Hasbro was willing to listen to feedback and make changes, and this is something we all need to be open to when it comes to breaking gender stereotypes. Kids learn about what is and isn’t “meant” for their gender from a very young age, and it can have a lasting impact. This is what influences their interests and plays a large role in the subjects they choose to study in school, as well as the career paths they pick down the road too.
Gender equality for girls
This TED Talk starts an important conversation about gender equality and neutrality when it comes to kids’ toys. It also highlights a specific area we need to focus on when discussing this topic. While there have been leaps and bounds when it comes to diversity and inclusion in kids toys lately, a lot of these conversations have centered around girls. There are lots of much needed initiatives to get girls interested in STEM related toys and subjects now which we discussed in a previous blog post. Hopefully with this, we will have a wider variety of people in the STEM workforce in years to come. Some of these helpful initiatives and organizations include:
Toxic masculinity, aggression, and breaking gender stereotypes
The National Association for the Education of Young Children interviewed Professor of Psychology Judith Elaine Blakemore about her research on the impact of specific toys on play. She found that, in general, most toys associated with boys were related to fighting or aggression (wrestlers, soldiers, guns, etc.) and were rated as violent, competitive, and somewhat dangerous, whereas toys most associated with girls were related to appearance (dolls and accessories, dress up costumes, makeup & jewellery, etc.) and were linked to physical attractiveness, nurturing, and domestic skills.
Achieving gender neutrality for all genders begins with ending toxic masculinity in men. According to the Good Men Project, toxic masculinity is a narrow and repressive description of manhood, defined by violence, status and aggression. There is so much harmful discourse out there about “what makes a man a man” and what men are meant to do, and we need to challenge it.
Boys should not be made fun of for playing with dolls or kitchens, so the work needs to start when they are young. Young boys grow up to be adults and being able to cook for yourself or raise a child is not gender exclusive. Luckily, toys can be used as a tool to break gender stereotypes and achieve gender equality. Research shows that toys aimed at girls and boys teach each gender different lessons and skills, and for children to grow up well-rounded today, it makes sense to provide them with a variety of toys.
Positive changes by Lego
As of recently, Lego announced it will work to remove gender stereotypes from its toys after a global survey conducted by Madeline Di Nonno, the chief executive of the Geena Davis Institute on Gender in Media. This research showed that although girls were becoming more comfortable and confident in engaging in a wider variety of activities, including those traditionally “meant for boys”, boys did not feel the same way. 71% of boys were scared they would be made fun of if they played with the “girl toys”, and these fears were also shared by their parents and caregivers.
We have a lot to unpack when it comes to the reasons why boys are more reluctant to play with toys that were designed for girls. We need to challenge their belief system – what’s so bad about girls’ toys? And if they think they’re bad… Why is it still okay for girls to play with them, do they see girls as lesser than them? What’s wrong with being a girl?
So, who’s doing it right?
We need to start emphasizing the importance of healthy masculinity and start conversation around this when kids are young. Here are some organizations Woke Daddy listed that are helping us to achieve this goal:
Promundo is a global leader when it comes to promoting gender justice and preventing violence by engaging men and boys in partnership with women and girls. Their research, programs, and advocacy efforts show that promoting healthy masculinity leads to improvements in men’s own lives as well as the lives of women and girls.
A Call to Men is a violence prevention organization and respected leader on issues of manhood, male socialization and its intersection with violence, and preventing violence against all women and girls. They educate men all over the world on healthy, respectful manhood. Embracing and promoting a mindset that prevents violence against women, sexual assault and harassment, bullying and many other social ills.
Evryman is a benefit corporation that brings men together to exercise their emotions so they can lead more successful, fulfilling lives. Evryman proposes retreats, coaching and events. They aspire to support one million men over the next five years through a community of men deeply committed to emotional wellness.
The Man Cave is a preventative mental health and emotional intelligence organization for boys and young men. They work with schools to deliver transformational and empowering camps, workshops and keynote presentations.
Next Gen Men is a Canada-based non-profit organization dedicated to building better men through peer engagement, education, and empowerment in schools, communities, and workplaces. Their sister social enterprise, Equity Leaders, is specifically dedicated to engaging men in gender equity in workplaces.
How can Kidzsmart help?
At Kidzsmart we support gender equality and diversity and believe that toys are for everyone, regardless of gender. It’s important that we are willing to listen to kids, families, and the research undertaken when it comes to this subject. We understand the importance of teaching kids to unlearn harmful gender stereotypes and do our best to reflect this in our diverse and inclusive kids’ programs.
We can work with you to create entertaining and educational family-friendly content that teaches kids of all genders about stereotyping and gender equality. Some of the services we provide include:
Graphic design & illustration
Video production, explainers & animation
Copywriting & social media content creation
Web design & development
And much more! We can help you effectively communicate with kids and families and create marketing materials that really make a difference.
About Kidzsmart Communications
We believe your content should be more than just another colouring book. Kidzsmart is a creative agency that is your spokesperson to modern families, and we’re dedicated to contributing to the greater wellbeing of kids.
For over 20 years we’ve worked with the government, healthcare, and educations sectors as well as global brands in the restaurant and hospitality, tourism, and professional sports industries. Our team has the expertise to expand your family outreach, and we have the tools to do it right. Top of feed means top of mind, and we’re dedicated to creating greater family content that makes a meaningful impact on the lives of kids and families!
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