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The Gender Stereotyping of Toys(and toy marketing in general)
cj iwakuraThe Rhythm RogueThe 25th WardRegistered Userregular
Inspired by the newest Feminist Frequency video, which usually go to great lengths to ridicule and/or highlight shameless attempts of stereotyping genders in marketing and media in general.
So basically Lego are making sets designed specifically for girls.
Raise a hand if you see where that's going.
The male-oriented lego sets, of course, focus on fire-fighting, search and rescue, and other adventure-themed toys which girls are expected to have no interest in whatsoever.
From working in retail, I always thought the ideas of marketing toys and/or games to genders based on stereotype was as shameless as it gets. I hated seeing parents getting toys for their kids based on stereotypes that marketing like that sort promotes. The FF videos point out how ridiculous this can be.
The creator has a second part coming up to suggest how Lego can market future sets without catering to the girly and pink & purple theme, so that should be worth a watch.
Until then, food for thought.
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