product: toys/games

I took these pictures at the Toys ‘R Us in Henderson, NV.  If you can’t tell, the picture on the left is the boys’ section of the store, and the picture on the right is the girls’ section.  First, why must there be a boys and girls section at all?  Must all toys be coded as masculine or feminine?  Second, notice how gender is color-coded.  Kids can tell immediately, even before being able to read, which aisle is for them.  All this is aside from the content; that is, what toys are sold in each aisle.  These are strong and clear messages to children about group differentiation.

One of my former students, Kim D., brought my attention to the old and new versions of Strawberry Shortcake (found here):

Her hair has gotten longer and sexier and she’s more “human” looking. Her clothes are also more form-fitting, and her face is thinner.

Here is a close-up on their faces, from this series of images focusing on her “makeover”:

Notice her lips are fuller and pinker and her eyes are larger. She also has fewer freckles.

The New York Times discussed her makeover:

Strawberry Shortcake was having an identity crisis. The “it” doll and cartoon star of the 1980s was just not connecting with modern girls. Too candy-obsessed. Too ditzy. Too fond of wearing bloomers.So her owner, American Greetings Properties, worked for a year on what it calls a “fruit-forward” makeover. Strawberry Shortcake, part of a line of scented dolls, now prefers fresh fruit to gumdrops, appears to wear just a dab of lipstick (but no rouge), and spends her time chatting on a cellphone instead of brushing her calico cat, Custard.

I don’t remember Strawberry Shortcake being “ditzy,” but maybe my memory is bad. And do kids really like cell phones better than pets these days? They probably do, I’m just out of touch.

Here is the original Holly Hobbie from the 1970s (found here):

The new, sassier version, from USA Today:

There’s a Holly Hobbie website where you can read her journal and watch videos.

When I started looking at these, I was puzzled; if the originals are so unappealing to today’s kids, why are they being re-released? Why not just come up with new products? I found some interesting commentary on Jezebel.com:

As part of a growing toy-industry trend (Care Bears are getting slimmed down; Teenage Mutant Ninja Turtles will be more pumped, less aggro), vintage brands are being reworked to appeal to the kids, while still playing on young parents’ nostalgia…What I find bizarre about all this is the implicit assumption that kids can’t relate to a character who’s not exactly like themselves. Strawberry Shortcake wasn’t popular twenty years ago because we all wore bloomers and lolled around in a berry patch; it was cute and fun and the dolls smelled good. This kind of formulaic thinking presupposes a narcissism that, ironically, agendas like these seem to create.

I think she may be on to something there: the appeal is to parents, not the kids themselves. To a little kid, Strawberry Shortcake and Holly Hobbie have no history and aren’t particularly different from other toys available at the store. It’s their parents who have an attachment to the toys. But since the prevailing wisdom is that kids are more “sophisticated” and grown-up at earlier ages, the toys are tarted up a bit to look more sexified teen or pre-teen girls.

I think these images are good for showing the trend toward making girls’ toys, even those for young girls, increasingly sexy, with an emphasis on more human (as opposed to obviously toy-like) features, make-up, and flirty eyelashes and lips. Don’t get me wrong–I’m not meaning to romanticize the earlier versions as some perfect type of toy for girls or that there’s some idyllic past when childhood was sweet and innocent. Personally, I thought Holly Hobbie was boring when I was a kid, though I adored Strawberry Shortcake (or, more specifically, Blueberry Muffin and Lime Chiffon; all I really cared about was the way they smelled and the pets they came with–I was a farm kid, so animal toys were always of great interest to me). But I do think there’s something disturbing about the ways that so many of the toys we give girls today constantly reinforce the message that sexiness and being flirty are desirable attributes, even for young girls.

That might lead to a larger discussion: why are we seeing this trend? What’s going on there? What might be the cultural impetus behind the choices to design, manufacture, market, and purchase toys that incorporate these messages about femininity?

Thanks, Kim!

Elizabeth, over at Blog of Stench (and now a regular Soc Images blogger), brought our attention to a New York Magazine article about the Obama sock monkey doll (the company set to manufacture it has apologized and canceled production). Here is a picture of the doll:

From the article:

We were happily cruising around the Internet yesterday when we stumbled upon a link on Andrew Sullivan’s blog that gave us one of those moments Dave Chappelle joked about in Killin’ Them Softly: “Have you ever had something happen that was so racist that you didn’t even get mad? You were just like, ‘Goddamn, that was racist.’” That’s how we felt when we saw TheSockObama.com, a Website peddling an “Obama” monkey doll.

The response the author got after contacting the company:

To Those with Heartfelt Queries,

We chose twenty-two customer queries today that we believe merit a response. You touched us with either your concern, intelligence, humor, sensitivity, and/or your thoughtfulness. We thank you. There are other queries we received today as well that we chose not to respond to, because of their spewing of venom and their aimlessness.

We at TheSockObama Co. are saddened that some individuals have chosen to misinterpret our plush toy. It is not, nor has it ever been our objective to hurt, dismay or anger anyone. We guess there is an element of naviete on our part, in that we don’t think in terms of myths, fables, fairy tales and folklore. We simply made a casual and affectionate observation one night, and a charming association between a candidate and a toy we had when we were little. We wonder now if this might be a great opportunity to take this moment to really try and transcend still existing racial biases. We think that if we can do this together, maybe it will behoove us a nation and maybe we’ll even begin to truly communicate with one another more tenderly, more real even.

This is only our introductory plush toy. If we choose to move forward with a Republican candidate, we’ll begin with an elongated and slightly lumpy, fuzzy Idaho potato. Had a different Democratic candidate won the nomination, we were prepared to move forward with the cutest, fluffiest 12″ chestnut and golden-haired squirrel, with a short Farrah-like do in a brown pantsuit and call her Squirellary.

In earnest folks, we’re so sorry we offended anybody.

Best Regards,

TheSockObama Co. www.thesockobama.com

Thanks, Elizabeth!

NEW: Consider also…

Thanks to Green Ink for pointing this out in the comments!

WOW, AN UPDATE:  Click here to see the TheSockObama Co. aggressively, and I mean aggressively, revoke the conciliatory words they offered in apology (thanks to Breck C. for the tip!).  Some highlights:

We at TheSockObama Co. have some questions to pose. What’s really going on in America? In the good ol’ fashion spirit of entrepreneurialism ; free enterprise has been censored, and TheSockObama politically plush toy has been discriminated against in the marketplace of the United States of America…

Double standards appear to be a common thread here. It’s okay for there to be hundreds of thousands of Google sites containing references to our current president’s resemblance to a chimpanzee. However, it’s not okay to make that same association regarding our possible next president. Isn’t this the very definition of hypocrisy?

TheSockObama is no longer scheduled to go into mass production… Have the bullies won here?

…the blogging dens of resistance quickly began their fury of emails. An electronic battery of fiery darts flowed swiftly but silently through the veins of technology. Feverish fingers frantically clicking coast to coast, crashing and burning our tragically naive – yet sparkling website. A steady stream of repetitive verbal eloquence graced our Customer service inbox with tasty tidbits like, eff-ewe and every other colorul expletive you could possibly imagine. We thought we had heard it all. Hey thanks. This is America, right?

…With the number of Customers we’ve had to disappoint in our first week of business; are we saying it’s okay to take something out of the marketplace that other people want to buy? Are we now censoring one another’s liberty as Americans to freely purchase goods and services on our own terms? Is this the kind of America we want?

Lisa analyzed their “anti-apology” and what it means for U.S. race relations over at the Huffington Post.  Check it out.

Also, it appears they are still selling the sock monkey, now at another website.  The website has exactly the same design as the original one.

See our follow up to this post here.

Emily sent me pictures of Hip Parade toys. They are figurines shaped like women’s bodies from the waist to just above the knees. There are various types and colors. They’re only $8!

This one is called “Active Girls” and for some reason says “cat” and has a picture of a cat on the butt. I don’t know what the connection between a cat and being active is.

Found here.

Found here.

This one is the “trading torso.” You can trade with others to collect all four!

Found here.

Thanks, Em! Sort of.

Grand Theft Auto is a notoriously violent and controversial video game. Writes Bill Marsh at the New York Times:

Game players inhabit a gangster who is equipped to dispatch scores of rival criminals and others, including police officers and innocent bystanders, on the rough streets of Liberty City, the bullet-riddled stand-in for New York… The latest… allows players to hire prostitutes and then run them over or shoot them right after they’ve performed their work…

Here is a visual that compares the spectacular success of Grand Theft Auto (measured by units sold and profits) with the most successful music and movies:

This McDonald’s Is All Out Of “Boy Toys,” via The Consumerist

Found here, here, and here thanks to Erin H.  Thanks!

Erin writes:

This brings together the awful hypersexualisation of toys for young girls (recommended: ages 4 – 8 ) with the often bizarre and sometimes disturbing anthropomorphisation of animals. In this case, Bratz dolls (complete with impossible footwear and freakishly large eyes) meet My Little Ponies in an unholy combination of hinted-at cleavage, age-inappropriate costuming / accessories and come-hither glances! So many shades of ick. What would the equivalent for young boys be, I wonder?

Speaking of, is anyone else nostalgic for my little ponies and carebears?  Sigh.

NEW!  In a similar phenomenon, I present you the Tini Puppini (found here via Jezebel):

Alicia T. sent us this promotional material for “Psycho Teddy.” I can’t tell if it’s an actual stuffed bear, a cartoon character (see video below from youtube and purchase the ring tone if you so desire), or both.

Text:

We’re letting our Pulse members in on the latest craze… he’s cute, he’s cuddly, he’s a great dancer, but he is also insane… don’t call him at a bad time, or you may trigger a psychotic episode!Apart from that, he really is a very sociable, well traveled, well connected Teddy, who is storming up the charts and fast becoming the world’s favorite bear.

I think he goes psycho about 1/3rd of the way in. Enjoy![youtube]http://www.youtube.com/watch?v=c9jjM74-Nx0[/youtube]Thanks Alicia T!Also in mental illness: kipnapping ads get pulled after protests.