Parenting
This Toy Catalogue Shows Why Breaking Gender Stereotypes is Absolutely Amazing
by Lily Thompson
Updated: Jan. 4, 2021
Originally Published: November 10, 2015
The topic of gender stereotypes in toys and how they’re marketed to children has sparked significant discussion this year, especially as brands begin to recognize that confining youngsters to gender-specific interests is simply outdated. One innovative company has completely abandoned gendered marketing in its 2015 Christmas catalogue, and the results are fantastic!
Take a look at this: a boy is happily pushing a stroller for a baby doll, and—guess what?—the world hasn’t ended! Remarkable, right?
And over here, a girl is engaging with a toolset! What a mind-blowing sight!
These eye-opening ads come from the Spanish toy company Toy Planet, which has now eliminated gendered marketing for two consecutive years in their Christmas catalogue, receiving an enthusiastic response from parents and kids alike. The company’s general director, Carlos Martinez, expressed a desire to see more brands follow suit in an interview with a Spanish publication.
Research indicates that our reactions to boys playing with “feminine” toys might actually shape their preferences. According to Parenting Science, boys tend to strongly favor toys traditionally seen as for males, while girls are less likely to show a preference for toys viewed as exclusively for females. This discrepancy may stem from the fact that boys face more criticism for straying into gender non-conformity.
Consider how society reacts when boys want to dress like princesses or play with dolls—discussions erupt! Meanwhile, girls playing with trucks or tools seldom invite the same scrutiny.
Here’s a little revelation for you: girls aren’t inherently drawn to pink and dolls, just as boys don’t come into the world with dreams of owning a drill set. Hormones like testosterone can influence play styles, but they don’t dictate which toys children gravitate toward.
Give a girl dinosaurs, and she might enact a story, pretend to forage, or treat them like pets, while a boy may prefer to stage epic battles. It seems it’s not the toys themselves that define play styles but rather how children interact with them.
So why is it necessary to label toys as “for girls” or “for boys”? In a society striving for equality at home and in professional arenas, why should it be unusual to see a boy caring for a doll? The roles of caregivers are no longer exclusive to women; men are stepping into these positions more than ever before.
Advertisements like these resonate a powerful message to our children from an early age: you can be who you want to be. Boys can embrace nurturing roles, and girls can explore building and creating. There’s absolutely nothing wrong with that!
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In summary, breaking free from traditional gender roles in toy marketing not only enriches children’s play experiences but also promotes a more inclusive mindset. The efforts of companies like Toy Planet demonstrate that it’s both possible and beneficial to embrace diversity in how children engage with their toys.