IF YOU’VE EVER walked through a major toy shop, you’ll know what we mean when we talk about gender marketing. Aisle upon aisle of candy pink “girl” toys – and, on the other side, blue, yellow and red stacks of toys for boys.
Even Lego, long the last outpost of gender-neutral toys, caved in and produced, at the end of 2011, a line of pink and purple blocks themed “Friends” aimed explicitly at girls. What infuriated many women was the notably curvier figurines and the storyline – a beauty salon, bakery, pet shop, and design studio, among others, set in “Heartlake City”.
It caused an outcry, and a pair of American consumer activists even launched an online petition that garnered nearly 50 000 signatures to make Lego back down. Lego, however, was unrepentant, saying that its intensive market research indicated there was a demand for it. Infuriating as it may be too irritated mothers the world over, it seems that Lego was right – the company couldn’t keep up with demand for the range.
There isn’t a parent alive who is going to be able to turn the tide on gender-based marketing.
This marketing tool means big money to big companies, so you might as well accept that it’s here to stay.
NO HARD SELLS
Opposite to what you might think, big toy retailers, are not in a position to determine or influence the trends. That is left to the big toy manufacturers – the Mattels, Disneys, and Hasbros of the world – who base manufacturing decisions on extensive market research. Retailers buy what is available from the toy manufacturers, and will sell whatever sells, as indicated by the Lego example. Lego Friends sold like hotcakes, and Lego was extremely successful in expanding the category. Lego was historically regarded as a boy’s toy and was missing out on half the market.
This story is from the November/December 2019 edition of Your Baby.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the November/December 2019 edition of Your Baby.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Who's The Best Mother Of Them All?
We all want the best for our kids. It’s easier when we have the support of women trying to do the same. So, why do we compete against each other all the time? Lori Cohen investigates
Where Is Dad?
More and more children in South Africa are being raised by single moms, leaving them with the burden of having to answer the many endless questions from their children about their absent fathers, writes Kate Sidley
When Chubby Isn't Cute
Those round cheeks in babies and toddlers are very cute, but with the childhood obesity epidemic on the rise, paying attention to those few extra kilograms is more important than ever, advises registered dietician Lindsay Archibald-Durham
What's The Buzz On Baby Groups?
A regular gathering for the littlies can have great benefits for your baby – and for you. Kerryn Massyn finds out why and what kinds of classes are out there
Self-Care For Mama
Taking regular bits of time off for ourselves should be one of our top new year’s resolutions for 2020. Here are some super ideas to take care of ourselves…
Parents I-C-E...
There have been many shifts in the traditions of what it means to be a godparent. Make sure you and the chosen godparents see eye to eye on the role, writes Genevieve Swart
Mommy Wine Time?
The wine-mom culture has become a symbol for the modern mother’s idea of selfcare. However, it has since been reduced to puns about pinot noir and knowing when to pump-and-dump, making it more destructive than one can think, writes Samantha Herbst
Get A Head Start On School
A new school year is exciting, but it can also be daunting to get back into the swing of things. Here’s how to tweak your routine, so you’re both ready and prepped, writes Lori Cohen
Generation Next - Tech-Savvy Geniuses Or Illiterate Dumb-Dumbs?
Our children are being born at the peak of an unprecedented technological revolution. Samantha Herbst explores how growing up in a digital world may help or hinder our children’s future
Don't Be Rash
While nappy rash is a common complaint, it’s important to know exactly what you’re dealing with in order to know how to treat it, writes Tori Hoffmann
