Search results for gender toys

Time for another collection of gendered kids’ stuff!

First, the blog-o-sphere is all over this one already and apparently JC Penney has already pulled the t-shirt, reading “I’m to pretty to do homework so my brother has to do it for me.”  Really? I like how Jezebel framed the issue with a big “NO”:

Thanks for Caroline Heldman, Tom Megginson, Mana T., Carmel L., Heidi S., Melissa B., Alli, and Ed A.-N. (on our Facebook page) for sending in that doozy.

Next, Jessica M. and Amanda G. each sent in a photo of gendered baby rattles, both in terms of the design (girls get a purse and diamond ring, boys get a hammer and saw) but also in the description — girls are “sweet,” boys are “busy”:

Don’t worry; once your daughter outgrows the diamond ring rattle, there are other products available to remind her that the most important thing in the world is to get a diamond ring, specifically in the form of an engagement ring. Liz saw this for sale in the toy section at Wal-Mart, which was a relief, because as she said, girls these days just “don’t have enough pressure to get hitched at age 8+”:

Hishaam S. noticed that Target had four tie-dye kits — camo, neon, primary, and girly:

Laura M. sent us an image Jenga Girl Talk Edition, originally posted by Elena Barbarich. The game (which comes in two versions, pastel blue and purple and “exclusive pink”) includes blocks with girl-specific questions to stimulate conversation, such as who you have a crush on and the truly brilliant “What is your favorite website?”

There are many versions of Jenga — Donkey Kong, the Nightmare before Christmas, Transformers, and so on — but there doesn’t appear to be a version specifically labeled for boys. [NOTE: Reader JF says there’s a board game called Girl Talk, so this is being cross-branded with it.]

Esther M.-E. noticed a recent Seventh Avenue catalog contains an example of the “masculinized things are for everyone, but feminized things are only for girls” cultural pattern. The catalog had two facing pages of bed sets, the one on the left called Air Guitar (featuring guitars on the sheets, in a blue room with a basketball on the floor) and the one on the right called Jungle Queen (in a pink room with a cat):

The description of the Air Guitar set, however, describes it as appropriation for boys or girls, while the Jungle Queen set doesn’t include the same language (and its very name specifically genders it):

Seventh Avenue, of course, is marketing in this manner — actively including girls in the product that might otherwise be defined as masculine while not doing the same for boys with the feminized product — because our cultural norms surrounding gender value the masculine over the feminine. Girls who like “boy” things are often seen as cool, sassy, even smart. Boys who like “girly” stuff, though, are not cool. Even if a boy asked for a pink animal-print bedroom set, his parents are less likely to support the choice than if a daughter chose a masculine-gendered item. Seventh Avenue is simply writing copy based on this larger cultural pattern, and in so doing, reinforcing it.

And now, something that just goes in the “wtf?” category, which I include here for no reason other than the pure surreality of its existence. J.O. was looking at the girls’ toys section at All Modern Baby, and among the Fashion and Beauty Fun there were several sets of rubber bands in various shapes, including…the Kama Sutra package, with four positions:

You won’t be surprised to learn they have been removed from the site, and I found a few other kid-related websites that had them listed as no longer available as well, though if you’re dying for a set, several non-child-oriented sites carry them. The perils of modern inventory management: you order a bunch of perfectly ordinary sets of silly bands, and among the space ship and animal shapes, no one catches that you’ve also posted a sex-themed version.

Katrin and Danny sent in a heart-breaking video that highlights the damage that has sometimes been inflicted on children, with the guidance of researchers, because of adult concerns about behavior that deviates from socially-accepted gender norms. In this segment with Anderson Cooper, two siblings and their mother discuss the treatment their brother suffered, with the approval and encouragement of UCLA researchers, as a form of “anti-sissy” therapy:

It would be nice to be able to write this off as completely debunked practices of an earlier time, based on premises that would never recur today. But as the video makes clear, the publications that resulted from this study continued to be cited by those who argue that through therapy, gays and lesbians can be “cured.”

Here’s the second part of the story:

There will be a third installment tonight; I’ll update the post once the final segment is available online.

UPDATE: Here’s the third segment, about a boy who underwent anti-gay therapy in the ’90s:

UPDATE 2: Also, Danny was wonderful enough to type up transcripts of the first two videos! They’re after the jump.

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We’re trying to get our inbox under control, so I decided it was time for another of my occasional round-ups of gendered kids’ items, so here you go. My favorite example was an ad from a flyer for Save On Foods in Victoria, Canada, sent in by Joanna M. The advertised products are boysz and girlsz inhalers, for all your gendered breathing needs. The boyz’ version is in green and gray with a graphic of a skateboarder, while the girlz’ inhaler is, of course pink, with a flower:

Amanda K.H. took this photo of 3 kid-sized Civil War hats for sale at the Abraham Lincoln Presidential Museum in Springfield, IL. In addition to the Union blue and the Confederate gray, there was a pink version:

The Pragmatist let us know about onesies for sale at Mommy and Kids Allure Boutique. The onesies include lists of “ingredients” for boys and girls. What are boys made of? Love, energy, and dirt:

For girls, it’s love, beauty, and kindness:

Elliott M. noticed that the Garanimals website doesn’t just just divide the clothing into boys’ and girls’ sections, but uses gendered language to describe them. The boys’ clothing is described with active language (“ready, set, go!”), and they’ll look “cool”. Girls, on the other hand, are “sugar and spice, everything nice” and a “princess,” and they’ll be “looking great and feeling better,” “cute,” “eye catching,” and “adorable”:

An anonymous reader saw these sets of stickers, divided into themes for boys and girls:

What are boy themes? Space, travel/transportation, dinosaurs, sports, and pirates, among others. Girls, on the other hand, are associated with stars, flowers, butterflies, clothes, makeup, personal hygiene, cheerleading, and shopping. Since the reader was buying them to give out to a Girl Guide group (equivalent to Girl Scouts in the U.S.) for badges about science, being active, and personal hygiene, she had to buy both sets.

Finally, Sarah M. sent in a photo she took at Target of two toys that define boys by what they do and girls by what they are. The toys are those types of little sit-and-scoot toy cars kids push around with their feet. The boys’ version is red and is, appropriately, called a Lil’ Fire Truck Ride-On. The pink version, on the other hand, is the Lil’ Princess Ride-On — because apparently there’s no appropriate vehicle to define as “girly,” so the easiest way to gender the toy was just to call it a thing for princesses and be done with it:

UPDATE: Philip Cohen pointed out another example on his blog, Family Inequality. Baby blankets at Amazon were available in blue for the “little man” and pink for the “little cupcake,” in case your baked goods are cold:

Alli, YetAnotherGirl, Molly W., and Laurence D. all sent in links (via The Mary Sue and Feminist Law Professors) to a post at The Achilles Effect on gendered language in children’s toy commercials. Crystal Smith created word clouds based on 658 words in 27 TV commercials generally aimed at boys (products included “Hot Wheels, Matchbox, Kung Zhu, Nerf, Transformers, Beyblades, and Bakugan”) and 432 words from 32 TV commercials generally aimed at girls (products: “Zhu Zhu Pets, Zhu Zhu Babies, Bratz Dolls, Barbie, Moxie Girls, Easy Bake Ovens, Monster High Dolls, My Little Pony, Littlest Pet Shop, Polly Pocket, and FURREAL Friends”).

This clearly isn’t a random sample of all toy commercials on all TV channels to all age groups; as Smith points out, it ignores toy companies that can’t afford TV ads, and it’s not a huge sample. However, given that these are popular toys that were being marketed during shows (such as cartoons) that are aimed at children, the word clouds provide a basic overview of gendered language in toy ads.

The word cloud for the boys’ list shows the emphasis on action and violence, with others depicted as opponents, a nemesis, or enemies:

For girls, the words are much more about appearance/fashion, relationships (friends, friendship, etc.), and playing mommy:

You can see larger versions at Wordle (girls and boys) and Smith says she has a reference list of all the commercials she a reference list of all the commercials available, which I requested. I’ll update the post with the list when I get it.

UPDATE: In response to my email, Crystal Smith cautioned, “This is a very small sample of brands that tend to appear frequently during kids’ cartoon blocks on TV. They are highly gendered toys, which explains the incredible contrast between the two lists.” She sent along the references; the girls’ list is available here, the boys’ list here.

Elisabeth R., Rebecca H., and Kalani R. all sent in a Volkswagen commercial produced for SuperBowl weekend that they found striking, both for the commercial itself and reactions to it. In the commercial, a child dressed up as Darth Vader tries using The Force on various items around the house. What struck all three of the submitters is the ambiguous gendering of the ad:

At no point is the child’s gender made clear. If we just went with the information in the ad, we might conclude the child is a girl, based on scene in the stereotypically super-pink bedroom. But given the usual clear gendering of toys, Elisabeth, Rebecca, and Kalani all enjoyed seeing an ad in which this didn’t occur.

But the possibility that a girl might dress up as Darth Vader seems difficult for a lot of people to grasp. In the pages and pages of comments on the commercial on YouTube, the child is repeatedly referred to as “he” or “the boy.” In one comment thread, when someone brings up the possibility the child is a girl due to the pink bedroom, someone else says no, it was a boy in his sister’s room.

There’s no particular reason to assume this child is a boy except that we associate Star Wars with boys (and generally see males as the default if gender isn’t otherwise specified). I think the reactions to the video are a good example of the power of gendering: because viewers have pre-existing ideas about gender, kids, and what they’d be interested in, they’re likely to apply those assumptions even in the face of potentially contradictory information and to come up with explanations that leave the pre-existing ideas intact.

UPDATE: I forgot to mention when I was writing the post that none of the commenters who saw the child as a boy seemed to think the pink room was his — I read several different comment threads and when it was brought up, people assume it’s a sister’s room. Also, reader Angie thinks the stuff in the pink room looks too old for the child, since the toys look like the type an older kid would collect. I am clueless about that, which is why I struggle to buy gifts for kids: I no longer have a clear sense of what types of things kids are playing with at what age.

UPDATE 2: This is separate from what the gender of the role of the child in the commercial, but VW has confirmed that the actor who played the child is a boy.

On another note, the fact that VW is using Star Wars nostalgia in its ads as a way to appeal to adult customers makes me feel very old for some reason.

Jessica B. sent in a link to a really great post over at Pigtail Pals. The author, Melissa, analyzed the contents of a number of holiday-season catalogs advertising toys. She tabulated how many girls and boys appear in each, how many are shown doing gender-stereotypical vs. non-stereotypical activities, and the main themes of the toys.

Here are the results for Toys ‘R’ Us:

Images from the catalog:

Wal-Mart:

Target:

It’s particularly striking to me how few images there are of girls and boys playing together, a predictable outcome, I suppose, of our insistence that boys and girls need different toys — since, if must play with different toys, they won’t be playing together.

Melissa discusses the specific images on several pages of the catalogs — check her full post out for more commentary.

Anita Sarkeesian, at Feminist Frequency, starts from the beginning.  How is contemporary advertising to children gendered today?  And why does it matter?  With a special discussion of girls and technology.  Enjoy:

(Transcript after the jump.)

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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:

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.