Jenny Knopinski snapped these photos of the new Safeway brand of baby care products, Mom to Mom.  The branding of the product as “for moms, by moms” is another great example of the way that mothers are held responsible for childcare, while fathers are simultaneously excluded from the sphere altogether.

Lisa Wade is a professor of sociology at Occidental College and the author of Gender: Ideas, Interactions, Institutions, with Myra Marx Ferree. You can follow her on Twitter and Facebook.
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