Christmas is coming, and the houses begin to fill with toy catalogs, which parents collect from the mailbox or from the stores. Catalogs that children look forward to and that they practically end up memorizing, in order to write their letter to Santa Claus or the Magi.
And one more year the debate about the sexism of these catalogs and the publicity that companies decide to do is jumping to the fore. Because a toy in itself, is not sexist, but the way of presenting it and its subliminal message that ends up penetrating the child and leading him to rthrow a toy to the detriment of another by the associated gender roles.
Catalogs that condition the game
Can't girls drive a car or disguise themselves as a superhero? And children push a baby carriage or use a sewing studio? Of course they can, and probably would if they weren't so conditioned, from the earliest age, by the sexist catalog advertising.
Without going any further, the other day my three-and-a-half-year-old daughter surprised me by speeding up the initial sheets of the catalog she held in her hands. It struck me that he didn't stop to calmly see the pages and the toys and when I asked him the reason, his answer was clear: "These are boy toys. I'm going to look for the pink pages, which are the girl ones. "
His words surprised me a lot because At home we have never directed the attention of my children towards a toy or another; in fact, one of the first toys my oldest son had was a doll nenuco and a stroller. But it is impossible to escape the visual stimuli of advertising.
Pages in pink and purple tones to announce toys aimed at girls and darker pages to advertise those aimed at boys. Chance, marketing strategy or gender stereotypes?But there is not only the detail of the colors of the pages but also the photograph. Girls using doctor's briefcases, taking care and walking babies, driving a sewing machine or playing with dolls. Not a single child on the scene.
On the other hand, we find children driving cars or motorcycles, driving robots or playing with racing circuits and garages. Not a single girl in the game.
Complaints of feminist organizations and movements
The images we have seen correspond to this year's Hipercor toy catalog, but virtually all catalogs come to show the same scenes. And this is something that starts to be denouncing by parents, organizations and feminist movements.
The last to raise her voice was the actress Leticia Dolera who posted the following message on her Twitter account:
Leticia's complaint, retweeted by more than 3,000 people, has been added by other tweeters who have shared photos or similar experiences:
And if you are a girl and you want a toy truck with your name you will have to fuck ... (they are even dad and grandpa) pic.twitter.com/MGgFXA5Uk2
- A girl has no name (@HearMeBurp) November 8, 2017
That's what I think. The son of some friends asked for a baby carriage for Reyes. His father bought him a wheelbarrow instead.
- Rose M. (@rosemrius) November 8, 2017
Let's change this! // t.co/MVX2ZIAkQv
- babymachismos (@babymachismos) November 8, 2017
The natural thing is to let them choose what they like best
- Esther Píscore (@LaMalaTW) November 9, 2017
Stereotypes + Education based on a patriarchal system = Gender roles (which are imposed)
- oliver (@Olivrms) November 8, 2017
Everything outside of the "normal" or "heterenormative" moves away from the norm. It is a pity that children should play with what they think they should play.
But we also found exceptions. Stores and brands that are becoming aware of reality and targeting their toy catalogs to all children, without differentiating their gender.
pic.twitter.com/VFCr4KSbi2
- Bel (@BelenBelmaes) November 8, 2017
This in Sweden does not happen. Children combing babies and girls with shotgun pic.twitter.com/4IaKcUILyO
- Daniel Aragay (@proteusbcn) November 9, 2017
Take an example from the Toy Planet catalog. Girls also play with doll houses and boys. Example to follow pic.twitter.com/5CSJZyM6dc
- Mucha_Mary (@ marybirmania77) November 9, 2017
It is important that children have full freedom to choose the toy they want, without society or advertising pushing them. Why if adults direct your choice and we limit their game, the only thing we will be doing is to perpetuate the gender stereotypes existing in society.
Let's bet on a non-sexist use of toys, and let's promote your freedom of play and creativity. Because girls can and should be whatever they want, from princesses, to astronauts, superheroes or racing drivers. And a child may want to be a cook, a hairdresser, play with dolls, or run a mechanical workshop.
Let's not break your dreams or mark your tastes. Let them be just children!
