We’ve documented dozens of instances in which products are coded with gender (e.g., with colors and patterns) but sometimes, as in the example of a toy cop car, it is specified that items are for girls or for boys. More than simply following gendered themes and allowing us to infer their meaning, these items offer a gendered prescription for use.
Kelly, for example, sent in a JC Penney page for a Hello Kitty sewing machine that specifies that it is for girls (it was also specified as for girls at Target):
Likewise, Coley L. bought a shorts-and-shirt swimsuit for a daughter. The green swimsuit, however, was labeled explicitly for boys:
And MP sent in a link to a downloadable foldable gift card holder that specified whether it was for him or her in the url:
Comments 9
Sarah — November 7, 2010
I love how the swim trunk/shirt labels the color as boy. Because boy is definitely a color.
JohnMWhite — November 7, 2010
I wonder if these companies would now consider a blue/green bikini to be something a boy could wear? I'm not holding my breath...
Sue — November 7, 2010
Even www.klutz.com, one of my favorite sites for kids' crafts (full disclosure: I use them to learn crafts), has selections for "boys" and "girls"
http://www.klutz.com/kid/crafts?lt=Klutz/ib//acq/Klutz_topnav_kid_crafts///nav/txtl////#product_listing=%3Fcurrent_page%3D1%26results_per_page%3D25%26order_by%3Dcategory_product_position%26search_params%3DCategory_DELIMITER_id%3A2%26search%3Dtrue
The "boys" pages do include crafts like crocheting and bracelet-making. Maybe they're using a stealth approachh.
ariseile — November 9, 2010
Disappointed by Timbuk2. So disappointed, in fact, I wrote them an email. I know I shouldn't be surprised, but I expected better from them.... At least it's an easy fix. Hopefully they make it.
Brigid — November 10, 2010
Okay, that sewing machine pisses me off. It seems like they're reinforcing the idea that sewing is somehow a female activity. Which, sucks for men as well, being discouraged from learning something so damn useful. Maybe it would seem like regular toy gendering (still a problem, but a different one) if they had a Badtz Maru sewing machine or something, but then, that's what all the little girls in my friends group would have found MUCH more intriguing when I was a wee child.
Alexis — November 11, 2010
I was looking at Halloween costumes in Target last month. Doctor, firefighter, police officer, and astronaut were all labeled "Boys".
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