The Issue of Gender Stereotypes in Toys Marketing Campaigns

Words
997 (2 pages)
Downloads
38
Download for Free
Important: This sample is for inspiration and reference only

Marketing communication campaigns are an essential tool to drive a toy company’s success, and gender stereotyping is a common marketing strategy. Gender stereotypes are views and preconceptions that men and women have and should have different roles, attributes, behaviours and functions within our society. In today’s modern world it is necessary for toy companies to avoid gender stereotypes in toys marketing campaigns and to adapt their strategies to the ever-evolving consumer needs and wants and to the rise in popularity of gender equality. It is therefore essential to understand why toy companies often gender stereotype their campaigns, but also to determine why it is crucial for these behaviours to come to an end.

Boys have always been more interested in “traditionally masculine toys” and girls in “traditionally feminine toys”. A meta-analysis came to the conclusion that boys naturally used male-typed toys more than girls, and vice versa. Children also have colour preferences and are associated with and attracted to different colours, implying that if toy companies were to make their campaigns gender-neutral, children would not be attracted to these, decreasing the number of consumers and sales.

No time to compare samples?
Hire a Writer

✓Full confidentiality ✓No hidden charges ✓No plagiarism

The social construct of gender preferences has led to toy companies gender stereotyping their marketing communication campaigns and gender categorising their toys as “girl toys” and “boy toys”, even though both girls and boys can and do share interests and likes. Associating different activities with boys and girls from a young age will introduce them to gender differences and will inevitably strengthen the construction of gender stereotypes. Having such views about gender has a negative impact on the economy, both in terms of skills development and inequality within the workplace. Skills development is a crucial part of growing up and preparing oneself for a future career, and thus gender stereotyping campaigns and toys will lead to children missing out “on developing skills that come from play with activities associated with the other gender”. Additionally, this encourages gender-specific educational choices and influences gendered higher education. Therefore, if women wished to go into a career categorised as a man’s career, they would lack certain knowledge and skills that could have allowed them to succeed, impacting their future career, the workplace and the overall economy.

In addition, exposing children to gender-stereotyped campaigns and toys automatically leads to gender inequality within the workplace, also impacting the economy. Children are brought up believing that certain careers are more appropriate for them depending on their gender which “contributes to the gender segregation of the occupational structure with women statistically dominating in fields such as nursing and men statistically dominating in fields such as engineering”. These beliefs considered social norms and social expectations are truly damaging and contribute to the construction of gender-acceptable behaviour. This is essentially predicting the field in which girls and boys might go into and will not go into, and is stopping children from expressing their likes, interests and hobbies. These restrictions lead to companies and brands losing valuable team members, only because of gender. One company, Morrisons, has taken into account the damaging effects of gender stereotyping in their campaigns and toys, switching their toy marketing from gender to price-based. M&S, Tesco, Next and Toys ‘R’ Us have also adapted their marketing strategies.

Gender-neutralising campaigns and toys would make the market expand to all children instead of being either only for girls or only boys. It could also be used as a marketing strategy, as it would have the potential to create a live buzz effect.

Gender stereotyping marketing communication campaigns have been widely used as a marketing strategy by toy companies, as a result of the belief that boys and girls cannot share likes and interests. Although, due to the rise in popularity and high demand for gender equality, toy companies have had to adapt their strategies, leading to an overall positive impact on the economy as well as increasing sales and revenue, proving that it is necessary for these companies to avoid stereotyping their marketing campaigns. On the other hand, toy campaigns are only a small part of the advertising market, and other domains such as beauty or household product campaigns still need to acknowledge the damage of gender stereotypes.

Reference List

 

  • Auster, C. J. and Mansbach, C. S., 2012. The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website. Sex Roles [online], 67 (7-8), 375-388.
  • Boschini, A. D., 2003. The impact of gender stereotypes on economic growth [online]. Thesis. London School of Economics, Stockholm University. Available from: http://www2.ne.su.se/paper/wp03_04.pdf [Accessed 8 November 2020].
  • Cherney, I. D. and Dempsey, J., 2010. Young children’s classification, stereotyping and play behaviour for gender-neutral and ambiguous toys. Educational Psychology [online], 30 (6), 651-669.
  • Coyle, E. F. and Liben, L. S., 2020. Gendered Packaging of a STEM Toy Influences Children’s Play, Mechanical Learning, and Mothers’ play Guidance. Child development [online], 91 (1), 43-62.
  • Fine, C. and Rush, E., 2016. “Why do all the Girls have to Guy Pink Stuff?” The Ethics and Science of the Gendered Toy Marketing Debate. Journal of Business Ethics [online], 149 (4), 769-784.
  • Kimmel, A. J., 2015. Connecting with consumers via live buzz marketing: public perceptions and the role of ethical ideology. Business Ethics: A European Review [online], 24 (2), 205-220.
  • Russell, P., 2014. Morrisons to switch from gender to price-based toy marketing. Marketing Week [online], 14 February 2014. Available from: https://www.marketingweek.com/morrisons-to-switch-from-gender-to-price-based-toy-marketing-2/ [Accessed 2 November 2020]
  • Skočajić, M. M., Radosavljević, J. G., Okičić, M. G., Janković, I. O., 2019. Boys Just Don’t! Gender Stereotyping and Sanctioning of Counter-Stereotypical Behavior in Preschoolers. Sex Roles [online], 82 (3/4), 163-172.
  • The NPD Group, 2015. Toying with Gender-Neutral Labels. NPD [online]. 13 August 2015. Available from: https://www.npd.com/wps/portal/npd/us/news/tips-trends-takeaways/toying-with-gender-neutral-labels/ [Accessed 2 November 2020]
  • Todd, B. K., Fisher, R. A., Costa, S. D., Roestorf, A., Harbour, K., Hardiman, P. and Barry, J. A., 2017. Sex differences in children’s toy preferences: A systematic review, meta-regression, and meta-analysis. Infant & Child Development [online], 37 (2), 1-29.
  • Weisgram, E. S., 2019. Reducing Gender Stereotypes in Toys and Play for Smarter, Stronger and Kinder Kids. American Journal of Play [online], 12 (1), 74-88.
You can receive your plagiarism free paper on any topic in 3 hours!

*minimum deadline

Cite this Essay

To export a reference to this article please select a referencing style below

Copy to Clipboard
The Issue of Gender Stereotypes in Toys Marketing Campaigns. (2022, August 23). WritingBros. Retrieved July 21, 2024, from https://writingbros.com/essay-examples/the-issue-of-gender-stereotypes-in-toys-marketing-campaigns/
“The Issue of Gender Stereotypes in Toys Marketing Campaigns.” WritingBros, 23 Aug. 2022, writingbros.com/essay-examples/the-issue-of-gender-stereotypes-in-toys-marketing-campaigns/
The Issue of Gender Stereotypes in Toys Marketing Campaigns. [online]. Available at: <https://writingbros.com/essay-examples/the-issue-of-gender-stereotypes-in-toys-marketing-campaigns/> [Accessed 21 Jul. 2024].
The Issue of Gender Stereotypes in Toys Marketing Campaigns [Internet]. WritingBros. 2022 Aug 23 [cited 2024 Jul 21]. Available from: https://writingbros.com/essay-examples/the-issue-of-gender-stereotypes-in-toys-marketing-campaigns/
Copy to Clipboard

Need writing help?

You can always rely on us no matter what type of paper you need

Order My Paper

*No hidden charges

/