Campaign to stop retailers categorising toys according to gender

The Entertainer takes down gendered signage – article

Great news and good progress made towards putting an end to retailers categorising toys according to gender. Toy retailer The Entertainer has re categorised the toys it sells and will no longer use gender specific signage.

I’ve been banging on about this for years, basically it boils down to blatant gender stereotyping. It’s rife when you think about it. Labelling toys as pink or blue, girls or boys. Separate aisles for what retailers class as boys or girls toys. Pushing upon them (and parents) stereotypes of what it is to be male or female, right from the off. The rot sets in and girls begin their towards the sparkly world of looking pretty, acting dumb and becoming a princess.

Can’t bear the way they have aisles of pink packaged fluff for girls and label construction or making toys as blue so girls don’t want them because they’re boys toys. In the early years children are oblivious to this, everything is an object to explore, yet to be labelled, everything’s potentially a toy! It’s adults, society that apply the labels and supply the constructs of signified meaning of what the object is.

Children are mirrors and copycats, they want to do as we do, they copy each other and are particularly interested in what the elder ones are doing. This appears to have more sway than what gender the toys are stereotyped as. They may well develop favourites, but its us that decide this is because they are a boy, or a girl. My daughter went from playing with all sorts of bits and bobs, including the predominantly vehicle and construction based hand-me-down toys My youngest has the pick of the bunch and we’d never never even buy him a toy as he’s got all the things they barely played with anyway. And it happens that the best kept and plentiful collections are those of his father. As in his day, kids took care of their toys. Personally I’m happiest playing with the Matchbox vehicles, farm and train set, so its no wonder he ‘s into them too.

Forced between choosing a a pink or a blue low level table once in The Early Learning Centre, I muttered to myself, why don’t they have a yellow, or green, non-gender specific colour and thought how ridiculous that I knew my daughter would want the pink one of course, because blue is a boys colour.

I bought a T shirt in a charity shop, for my daughter. I liked it because it was green and because it had a cool robot on it. When I got home I noticed the writing on it said, ‘only for boys’ , we both agreed this was stupid and she would wear it anyway. Furthermore it served as a good example of ignoring the nonsense and playing, doing, wearing what you like.

Need to sort out the packaging design for toys next.

Let children be children, and toys be toys. Let them decide what they want to play with…. which tends to be a computer or console from 5+ these days. Gaming world dead guilty of gender stereotyping too. Don’t get me started, that’s a whole other ball game !

I could go on, perhaps I will. Pleased in recent years to read others writing and campaigning on this now. Such as the Pink Stinks campaign, (what was that book?) Keep up the good work (will add contacts, groups, campaigns etc)

TBC… tired now and haven’t tidied the toys away yet!

About Jacqueline Hammond

Contemporary British artist, Jacqueline Hammond, is renowned for producing strong, punchy images that are rich in texture and colour. A prolific painter and multidisciplinary artist, she exhibits widely and is commissioned by individual clients, collectors and high profile brands. Jacqueline’s inspiration comes from direct observation: subject matter is plucked from the world encountered every day. Some ideas evolve, others are reactionary. Thought-provoking themes explore today’s society, the media and cultural theory. Whether inspired by the street or the sea, Jacqueline’s work has an edge: her paintings are consistently striking. Her natural disposition is to let the paint dictate the creative process, trusting the medium and her mind’s eye to translate the vision.
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