Gender Stereotypes and Children: Stop Gendering Toys!

It’s like something from my childhood imagination! Created by Proximity BCN with production by Post23 for Christmas last year, this ad for Audi Spain goes way beyond a whimsical animation. At first glimpse, one would assume this is an advert for a toy store in Spain.
The animation is an attempt raise awareness regarding gender-specific toys – an important message that plenty of other kids brands have attempted to explore. The campaign was accompanied the hashtag #CambiemosElJuego (“Let’s change the game”) to start a discussion about the topic online.

Eva Santos, Creative Director at Proximity says:

There is a growing trend for brands to communicate what they are all about and how they intend to improve people’s lives.

So, this is an experiment rather than Proximitie’s beliefs?… Weird statement. Anyway, Audi Spain rep Ignacio Gonzalez sums up the idea more eloquently:

“The Doll That Chose to Drive” is the brand’s way of helping to promote a more egalitarian social model … starting with boys and girls, tomorrow’s drivers.

This topic is something I’ve explored a lot (especially at university) – the gendering of children’s toys being limiting, and frankly archaic. Smyths Toy Superstore followed the genderless toys notion, featuring a cartoon boy in princess fancy dress (although the ad is pretty crappy itself):

Smyths were highly praised for the ‘If I Were A Toy’ advert for breaking gender stereotypes, but this wasn’t the first time a kids’ ad had the support of gender-variant consumers – Barbie released a Moschino Barbie (costing $150…. what-the-f!) in 2015, alongside an advert for Mattel featuring an adorable boy. For the first time ever, a boy was been featured in a Barbie commercial:

The list could go on! More and more, I’m seeing both girls and boys sharing their toys and blurring the gender lines in adverts, ignoring gendered products forced upon them by society’s notion of gender. It’s a very bizarre concept considering consumerism and mass-consumption of gendered products are entirely created by social constructs! The strict divide in gender when it comes to children is something adopted by familiarity – they don’t come out wearing gendered clothes, asking for a pretty pink pony.

Here’s an image by one of my favourites, Barbara Kruger, which is think is very apt for this topic:

1440_shop-therefore-i-am

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