Many of us stumble upon the toy aisle at age 5 anxious to whoared all things bright and colorful. However, what we do not realize is the toys we choose as boys or girls are predestined. We notice from this current Toys R’ Us ad for the 2009 Halloween season, boys and girls are already destined to be a super hero and a princess, respectively.
It is disheartening to read Susan Jane Gilman’s aversion to the Barbie doll. I feel terrible for a grown woman to have such a vivid memory of her turning point into the angry reality of dissatisfaction. What is quite surprising is today we not only have toys like Barbies, Transformers, GI Joes, or Bratz Dolls but we too have current pop culture figures resembling figures in the toy market who themselves make a large impact on the young generation.
We see females like Paris Hilton and Sharpay from High School Musical dressed in the style of Barbie (tall, blonde, and fashionable), and we see boys learn from the action figures to be strong, violent, and dominant.
Most of the time we do not pay close attention to such issues as gender when we purchase toys for our kids, nieces and nephews, grandkids, or some child. Instead we notice the effects of such gender issues in the toy market and how the marketing influences the roles we take on as we develop. In the 1980’s Toys R Us ad one can already notice gender role and placement taking place as the home making and managing toy is for a little girl and her grandmother. The little girl in the commercial is learning the joys of cooking, cleaning, learning the particular areas of the home and how she perceives them.
Toy R' Us Commercial:
Tonka Commercial:
I find nothing wrong with having toy homes and games of that sort; however, it is possible to include male involvement and figures in these commercials which communicates to society it is important both the male and female roles in a home should share in the joys of maintaining the home. Interestingly enough we watch the commercial for a young boys Tonka Tools and it teaches the boys in the commercial how to be thrifty, tools oriented, and Mr. Fix-it. It is interesting to notice such a cultural and societal establishment of gender in items that are perceived as innocent. However, it is also true as society continues to creep its way into the intimate and private areas of the home and the mind we notice how social stigmas are now creeping into the current toy market with items such as “Tattoo Barbie”. I do not oppose tattooing, but I also do not agree that innocent children’s toys should be conditioning our children to instead, what parents should decide to expose their children to.
I remember as a child I did not tend to play with many toys but a few Barbies –my favorite of which was Puerto Rican Barbie—and my pretend chalkboard to teach my imaginary classroom. As a kid I liked to color and play with crafts and painting instead of the video game and toy revolution that surrounded the majority of my peers at that young age. I can remember I enjoyed showing my mother all the wonderful pictures and different trinkets I created for her. It was very fun to have my art work and craft work on exhibit in the kitchen, on my moms keychain, and in my parents offices.
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