BBC News recently reported on a new charter centered around toys — yes, toys.
Take a hard look at sexist toys – Dutch education minister says “Dutch Education Minister Ingrid van Engelshoven has called on toymakers to examine carefully what they create, in an attempt to end gender-stereotyping in the toy industry. She was responding to a pact by French toymakers to scrap games or toys that promote stereotypes for girls and boys.
French Economy Minister Agnès Pannier-Runachersaid the new “charter for balanced (gender) representation in toys” is intended to give girls as well as boys “access to a world that opens up a range of possibilities.”
The charter, announced ahead of the Christmas toy market, covers the entire industry in France. The national toy federation said it was committed to making “quantifiable” efforts towards improving gender neutrality in toys. Toyshop staff will also be trained to ask what a child is interested in rather than “is it for a boy or a girl?”
In a tweet, Ms Pannier-Runacher said the element of imagination conveyed by toys mattered for children.”
The charter coincides with the announcement of a gender neutral Barbie. Senior VP of Mattel Fashion Doll Design says: “Toys are a reflection of culture and as the world continues to celebrate the positive impact of inclusivity, we felt it was time to create a doll line free of labels.”
Check out the exciting new product here:
Barbie manufacture has launched a gender neutral doll collection – free of labels.
I’ve written about gender + toys before, here’s the link to previous posts with related thoughts and links: The Great Gender Divide – Toy Edition and Commission on Gender Stereotyping.
PS: The blue / pink marketing scheme is a new phenomenon. The holiday season has turned from red & green to pink & blue. Here’s a toy ad from 1979:
whatsaboymom 