Vantage | Why toys shouldn't be about 'pink for girls, blue for boys'

Over a decade ago, an 11-year-old girl named Antonia Brown visited McDonald’s and ordered a Happy Meal, expecting a toy traditionally associated with boys. However, she received a girl’s toy, sparking a chain of events that would lead to a significant shift in the way toys are categorised and marketed.

Brown’s experience at McDonald’s prompted her to question the practice of assigning toys based on gender. Dissatisfied with the response, she wrote to the CEO, asking if it would be legal for the fast-food giant to inquire about gender preferences in job interviews. This inquiry gained attention sparking a conversation about gendered toys in mainstream media. McDonald’s policy change As a result of the public scrutiny, McDonald’s decided to revise its policy. Today, the fast-food chain provides toy choices not based on gender but rather on themes. This change set a precedent influencing other major toy retailers to reconsider their practices. Brown’s activism had a lasting impact inspiring other toy retailers to reevaluate their approach to gendered toys. In subsequent years, major players in the toy industry, including Toys R Us Sweden (2013), Marks & Spencer (2014), and Target (2015), followed suit by adopting gender-neutral policies. Transformation of toy retailers Toys R Us in Stockholm, Marks & Spencer and Target eliminated signs designating toys for boys or girls opting for a more neutral presentation. This shift challenged traditional norms associated with gendered marketing within the toy industry. In recent years, major toy manufacturers such as Mattel have introduced gender-neutral Barbies, challenging conventional stereotypes associated with specific toy categories. Lego has also taken steps to reduce gender bias in its products, reflecting a broader trend toward inclusivity in toy design. Government intervention France pioneered the introduction of a toy charter demanding that toymakers avoid gender stereotyping. More recently, California enacted a state law requiring toy retailers with at least 500 employees to have a gender-neutral toy section, emphasizing inclusivity in the retail space. While some may perceive the issue of gender-neutral toys as trivial, research suggests that toys play a crucial role in children’s development. Dolls, building blocks and puzzles contribute to cognitive, spatial and cognitive skills, respectively. The move toward gender-neutral toys aims to break down societal expectations and promote equality in play. Challenging gender tropes Gender stereotypes associated with toy preferences are not reflective of biological differences. Research indicates that boys and girls are more alike than different in terms of traits and abilities. The notion that girls inherently prefer dolls while boys gravitate toward more active toys is often influenced by external factors rather than inherent gender differences. The colour-coding of toys based on gender is a relatively recent phenomenon. In the 18th century, both girls and boys wore pink and blue with pink considered a colour for boys. By the 20th century, marketing strategies led to the association of pink with femininity and blue with masculinity, further perpetuating gender norms in the toy industry. The evolution of gender-neutral toys over the past decade reflects a broader societal shift towards inclusivity and breaking down traditional gender norms. From the McDonald’s incident that sparked a dialogue to the legislative changes in California, the journey toward gender-neutral toys signifies a significant cultural transformation. As the toy industry continues to adapt, it is essential to recognize the importance of providing children with diverse and inclusive play options that foster equality and creativity. Views expressed in the above piece are personal and solely that of the author. They do not necessarily reflect Firstpost’s views. Read all the Latest News , Trending News , Cricket News , Bollywood News , India News and Entertainment News here. Follow us on Facebook, Twitter and Instagram.