Practical: Explicit Links to Consider

Practical: Initial Brainstorm

Practical: Research Summary

Colours

• Red
• Blue
• Yellow
• Green
• Orange
• (Purple)

Relationships

• Shows boys playing with girls.
• Boys playing with boys.
• Girls playing with girls.
• When it's an advert of boy playing with girls, there is usually multiple girls and only one boy.
• Similar in boy heavy adverts, there's usually only one girl and multiple boys.
• In most 'boy's' toys adverts, it doesn't show boys faces, maybe this makes it less gendered, as anyone could be playing with it.
• In these adverts there are also harsher colours, louder noises, quicker scene changes and movements.
• Advert works best when there is just one boy and girl playing with each other, therefore the ratio is even. 
• The best advert in terms of gender neutrality are the play doh and McDonalds. 

Practical: Advert/Market Research

Pop - Art

• Boys and girls playing together.
• A range of colours used throughout the advert.
• Bright and vivid. 
• Girls and girls together. 
• Still quite pink heavy. 
• Boy not doing stereotypically boy image
• Quite gender neutral

Peppy Pups

•  Boys and girls playing with the same toy.
• Gender neutral colours used in branding. 
• The actual toys aren't gendered which is good.
• Although the end scene, boy has a blue top and bag, and girl has pink bag and shoes.  

 Lego

• Only ever show hans playing with the toys.
• Can't see if it's boys or girls.
• Assume it's boys playing with the toys. 
• Blues and reds heavy colours. 
• Noisy
• Lots of bangs, action, movement.

Shop kins - Happy Places

• Shows the dolls doing typically girl stereotypical activities. 
• Very pink and pastel colours.
• Shows hands playing with the dolls, but assume it's girls.

Puppy in My Pocket

• Pink, blue and green
• Just girls shown playing with the toys.
• Girls playing together.

 Lego

• Red, oranges, yellow
• Lots of comic book actions/movement
• Again just shows hands but it's insinuated that it's boys playing it.
• Loud music. 
• Strong typography

Play-doh

• Good mix of colours
• Boys and girls playing together
• Some pink, looks like a girls advert at the beginning. 
• Boy using the pink play doh. 
• Green, blue, orange, pink, purple ,blue
• Bright vivid colours
• No red, black, or harsh colours

Blo - Pens

•  Strong use of purple
• Boys and girls playing together
• Boys producing stereotypical boys image of car and pirate ship
• Girls doing pictures of butterflies.
• Lots of animal drawings which re gender neutral.
• Packaging for specialised products, are gendered however, the star wars uses reds and oranges with a picture of a boy, whereas the Disney one is mainly pink with a picture of a girl on the front. 

Disney Magazine 

 

• Gender neutral colours
• Green, red, yellow
• Boys and girls
• Mum reading the book, maybe viewed as a stereotypical role. 
• Animals, seen as a gender neutral theme. 

McDonalds

•  Similar gender neutral colours.
• Red, green and yellow.
• Strong brand colours and identity.
• Engages both boys and girls.
• Shows all relationships between children.
• Girl wearing tiara is the only gendered scene. 

Lego Friends

• Uses blue, purple and pink
• Not overly girly to begin with
• Shows boy doll doing housework

Paw Patrol

• Blues, greens, reds
• Only shows boy character
• Girl dog dressed in pink, seen as gendered
• Seen as mainly aimed towards boys.

Practical: Contextual Research

Controversy in Contemporary Advertising

• Most stereotypes originate because some proportion of a specific population is reflected in the stereotype. (The idea that seeing their parents in the same roles, working within the kitchen environment, showing it's a balanced relationship)
• Social identity theory - individuals adopt the identity of a group with which they identify, everyone strives to belong to a group. (If there all playing with the same toys, together then it takes away from specific groups and they can all play together, using and practicing important skills)
• Expectancy theory, certain individuals will begin to act that way because it is expected of them. (Due to role models or adverts changing these role models, usually mums are in the kitchen, however this isn't always the case)
• Such stereotypes can affect how each of us feels about ourselves, whether we are doing what is right, whether we will be accepted by others and whether we are fulfilling the roles expected of us in society. (Seeing the roles in society, that both men and women are in the kitchen and children can learn to play together)
• Specifically with stereotypes within advertising, people will copy. (Hopefully children will then copy the idea of boys and girls playing together)
• Role-product congruity theory - advertising effectiveness can be increases when appropriate models are used. (Sales will be hire as they are aiming the product to both genders).
• Social learning theory - Albert Bandura - A child’s behaviour is not biologically determined or inevitable but instead is of a result of day to day interactions between the child and their environment. Children observing other children and adults, interacting socially, imitating attitudes. (Using adults within the advertisement, mean children will have something to observe and imitate, showcases real life situations).
• Tv can be a vehicle of socialisation a source from which children learn about all types of social behaviour, including gender roles and expectations. (Important to reflect real life, and see the difference adverts can make to children)
• The continual exposure to advertising will create the concepts children develop about the real world, what behaviour are appropriate and inappropriate. (Showing them the right behaviour, that they can do anything just as well as each other and that they can play together)
• Research does show that ads that show boys as empathetic and caring are just as effective as ads portraying them as independent and boisterous. and vice versa for girls. (An advert showing them playing together int he home environment of a kitchen is just as effective as stereotypical boys adverts and girls adverts separately.)

No More Gender Documentary

• Boys games give them better awareness of spatial awareness, which gives male dominance in maths, science, mechanics and architecture. (Advertising toys to a specific gender can actually affect their skills and their development, therefore gender neutral advertisement allows them to all learn the same skills).
• Overwhelming avalanche of blue of boys and pink for girls. (Limited choice, they have no other options, needs other colours reds, oranges, greens)
• Parents say it’s in their child’s nature just to act a certain way or like a certain toy, it came from them. (It comes from parents buying the toys, therefore if their are gender neutral toys to buy n the market and advertised towards both, this will be more appropriate and parents are more likely to pick this)

Gender, Media and Identity

• Men don't need to become like women, but can have a greater value on love, family and personal relationships. - Anthony Clare (Showing boys playing in a family, nurturing environment)
• Some parts of popular culture seem to be reasserting the traditional forms of masculinity whilst others seem to be challenging them. 
• Biological Determination - the view that people's behaviour patterns are the result of their genes and inheritance. They argue that women and men are fundamentally different , they were born that way. (All children need to learn these important skills, of independence, it's not stereotypically a boy's or girl's skills, everyone needs them, also the importance of social interaction with each other)
• Social Constructionism - people's personality and behaviour are not pre-determine by biology, but are shaped by society and culture. People can adapt and change. (Developed from the women is in the home and cooks and cleans, we live in the 21st century now where everyone does everything, within the house those skills are shared)
• Others say that gender roles are learned during development and everyday life. 
  'Nature vs Nurture debate'. ( Where do children's viewpoints come from, men and women's roles in the house, when they see their parents doing both, still stick from adult's opinions from years ago)
• Freud - The developing child will identify with their same sex parent. 
• The mass media used to be very stereotyped in it's representations of gender.  Women's advertisements tended to reinforce stereotypes of the feminine and housewifely stereotypes. Whereas showing men being more active, decisive, courageous, intelligent and resourceful. Cosmopolitan heralded the changes which we would see to develop in more recent media. 
• We should challenge the traditional views of masculinity and femininity by causing 'gender trouble'. 
• The mass media can serve a valuable role in shattering the unhelpful moulds of 'male' and 'female' roles which continue to apply constraints upon people's ability to be expressive and emotionally literate beings. 

Practical Brief: Analysis of Advertisements

Existing Adverts

• Ads featuring boys were predominantly for vehicles, action figures, construction sets and weapons, and focused on control and power, 
• Ads featuring girls were mainly for dolls and grooming, and had a strong emphasis on appearance, performance, and nurturing.
• The language used differed dramatically, too. 
• While boys were portrayed as active, engaged in conflict, and keen on themes of mastery (control, power, build, explore), 
• girls were steered towards fantasy (magic, dream, make believe), appearance and nurturing relationships (love, friends).
• All too often, something that’s perceived as ‘gender neutral’ is actually mostly male. 
• It reinforces the message that parents often give boys, that girls can do ‘boy’ things but boys can’t do ‘girl things; boys are shown as not wanting to play with girls, thus diminishing the girl’s position.”

Words used in 'Boy's Toys' Adverts

Words used in adverts aimed at Girls

Things to consider

• Gender neutral toys are generally seen as mainly male, therefore advertising the kitchen, it something that is stereotypically seen as female.
• Look at the roles of parents and how to include these in the advert.
• Avoid use of gender specific terms and overuse of the words listed above. 

Practical Brief - Product Research

Cook 'n Store™ Kitchen

• Comes in red and pink
• On the website only girls are photographed playing with the pink one, however boys and girls are photographed playing with the red one.
• Maybe make it multicoloured.
• Packaging needs to be more fun and exciting.
• Advertisements on youtube are just kids playing with it.
• Maybe can show them cooking in the real world.
• Be like Mum and Dad, grown up, real life play/ simulation.

Little hands were meant to cook up new creations with their imagination – the red Cook ‘n Store Kitchen will allow them to do just that!

• Comes fully assembled
• Compactly folds up for easy storage
• Room to store all accessories while folded up
• Includes oven and stove top with clicking knobs
• Includes spinning shelves for storage
• Comes with 32 accessories, including plates, cups, silverware, pans, cooking utensils, and play goods and spices

The Little Tikes Company, founded in 1970, is a multinational manufacturer and marketer of high-quality, innovative children's products. In November of 2006, Little Tikes became a part of MGA Entertainment. MGA Entertainment is a leader in the revolution of family entertainment.

Little Tikes'® headquarters and largest manufacturing facility are located in Hudson, Ohio. The company also has a number of locations outside the United States, including several manufacturing and distribution centers in Europe and Asia.

• International

Little Tikes products are known for providing durable, imaginative and active fun. Products are manufactured in a wide variety of categories for young children, including infant toys, activity centres, musical toys, popular sports, play trucks, ride-on toys, sandboxes, activity gyms and outdoor play, sand and water play, climbing frames, slides, playhouses, preschool development, role-play toys, creative arts and children's furniture.

The red and yellow Cozy Coupe® Car, an international icon in toys, has been delighting children for nearly 30 years, with several millions sold since its creation.

Little Tikes' goal is to create and supply innovative products to customers and consumers around the world. To reach that goal, Little Tikes' associates' actions are guided by the principles of Customer Satisfaction, Teamwork, Innovation, Marketing and Continuous Improvement.

Little Tikes Cook N Store Kitchen

Main Features:

• Compactly folds up for easy storage including room to store accessories while folded
• Comes fully assembled!
• Oven and stove with clicking knobs.
• The Fridge, Oven, Microwave, Storage Drawer all open up providing plenty of pretend play ideas and lots of storage. Also has spinning storage shelves.
• Includes 32 different kitchen accessories, such as food containers, cooking and eating utensils, pans, plates, cups etc.
• 
  

Got too many kids toys? No space for storage of toys? Have no fear the Little Tikes Cook’n Store Kitchen is here! If you don’t have too much space or are just looking for something that is easy to put away then this play kitchen is for you.

It compactly folds up with all the accessories and stores away. It also comes fully assembled already compacted, so you don’t have to worry about messing around with putting it together like more play kitchens.

There is two version of the Little Tikes Cook’n Store Kitchen, a red version that is more gender neutral and then a pink one that’s color scheme is geared more towards girls.

Packs a Punch

This play kitchen might be small but it packs a punch with all the little features it has. The Microwave, Fridge, Oven and Storage Drawer all open up allowing your child to use their imagination with each.

The Little Tikes Cook’n Store Kitchen has plenty of storage for all the accessories it comes with and compactly folds up to a size of 11 inches wide. When expanded it’s a size of 24 inches wide. The height and depth does not change. This is defiantly great if you have limited space or just want something that is a bit more compact. Kids can learn to put this away themselves too.

In Summary the Little Tikes Cook’n Store Kitchen is a good inexpensive, basic, compact play kitchen. This has all the components of the larger kitchens but with a smaller size and compact portability. There are not a lot of frills with this play kitchen, but your child may not need all the extras.

Existing Advertising

Asda

Little Tikes Cook 'n Store Kitchen gives them all the magic and excitement of a toy play kitchen but with a design you can easily fold up and stow away into one small unit. Like all Little Tikes toys, it's full of incredible details - such as knobs that really click so that they can pretend they're using the oven, spinning shelves for them to reach all their play food with. And when it comes to accessories, this kitchen is fully stocked with over 32 pieces including toy goods and spices, plates, cups and crockery plus utensils so that they can cook up delicious meals for their friends learning about role play as they go.

Tesco

"What can your little one rustle up in the Little Tikes Cook 'n Store Kitchen? This big playset comes with 34 unique accessories for cooking up a storm. Put a pan on the stove top, click the dials and pretend to have a sizzle! There's plenty of room for storage on the spinning shelves and also a sink for washing up after a meal. Grab something extra cool from the fridge and ice dispenser or even use in a microwave for food in a hurry! The Cook 'n Store Kitchen playset is also fully assembled for fun straight out of the box. It also folds up for easy storage at the end of a hard day's cooking! Complete with salt, pepper, food and lots of kitchen utensils, budding chefs will go crazy for the Cook 'n Store Kitchen! A great gift for ages 18 months and up."

https://www.youtube.com/watch?v=urb0ED9J9z4

https://www.youtube.com/watch?v=uDFbctg-98k

Similar Products and Advertisements

Swedish Toy Company Releases Gender-Neutral Christmas Catalog

Seeing a boy, denied of a mock kitchen set, or a girl, who won’t get a toy gun she was so excited about, still isn’t a very rare sight. TOP-TOY, the largest toy business in the Northern European market, set out to change this stereotypical toy division, created primarily by media. The company published a gender-neutral Christmas toy catalog in Sweden and Denmark. Sending a new social message is extremely important in the multiform society of nowadays, where some things are still measured by outdated stereotypes.

“We want our catalogues to reflect the way that boys and girls play in real life, and not present a stereotype image of them. If both girls and boys in Sweden like to play with a toy kitchen, then we want to reflect this pattern,” explained TOP-TOY retail marketing director Thomas Meng. As parents in various blogs note, the message is very true, since kinds of different genders in a family are usually equally excited about any new toy, regardless of what it is.

Website: top-toy.com

In our experience, girls and boys often like to play with many different toys across traditional and stereotypical gender categories. This is why we always strive to give our customers the opportunity to buy and play with the toys of their choice regardless of gender. This principle is also reflected in our marketing, where we work to portray children playing together with products across categories, both in our catalogues and when we produce other marketing material. We also make efforts to avoid stereotyping in our store design. In all BR stores and new TOYS”R”US stores, the sections are not categorised according to gender but according to product categories such as interactive play, creativity and learning, baby and toddler and so on. Although we work continuously to ensure we portray modern ways of playing without stereotyping, we acknowledge that this takes time and that things do not change overnight.

Smyths - If I were a Toy

The story documents the journey through the imagination of a charming young boy Oscar who becomes enchanted by the toy store before him. The campaign is the first piece of work from McCann Manchester since their appointment by Smyths Toys Superstores earlier this year, and uses the Beyonce hit ‘If I Were a Boy’ changing the lyrics to ‘If I Were a Toy”. The ad is bursting with the latest and greatest selection of toys which can be found in the Smyths Toys Superstore 300 page toy catalogue catalogue now available free in-store.

“We want to bring the excitement of the toy store as seen through the eyes of a child to our customers. We have the widest range of the latest and greatest toys to excite and delight kids of all ages. We have really enjoyed working collaboratively with McCanns, MPC, Outsider and also our Director Henry Littlechild to create this magical campaign and we are excited to finally reveal it to our customers.” Sinead Byrne, Joint Head of Marketing, Smyths Toys Superstores.

Commenting on the launch, McCann Manchester Managing Partner Richard Aldiss said, “The brief was simple. Create a memorable campaign that captures the imaginations of kids and parents alike, while taking the Smyths Toys Superstores brand up a gear. With the run up to Christmas, we wanted to create something truly magical, while remaining firmly focused on the commercial agenda.”

The kids’ toy advert is being praised for breaking gender stereotypes and sending a positive message to children.

The main character, called Oscar, imagines what life would be like if he was a toy for a day.

He begins by turning into a rocket and fantasises about flying through space. But it’s his wish of becoming a queen that has pleased many viewers.

Oscar dresses up in a pink dress with a crown and waves to his subjects from the castle, proving no one needs to conform to gender stereotypes.

The advert, posted on YouTube on 23 September, was viewed 300,000 times in four days.

Target

Boys are the ones who will benefit the most from gender-neutral signage in toy stores. Girls, despite facing a barrage of marketing directing them toward princesses and cooking sets, already have some incentive to cross the gender divide. In some cases,

for instance, there are social rewards for girls who reject the pink and sparkly and go for more masculine-coded toys. According to Psychology Today, tomboys who “want to differentiate themselves — to not be a ‘typical girl’ or get otherwise pigeonholed into one category” — reject the markers of “typical” femininity such as make-up and fashion. Because activities that are traditionally labeled as feminine are often undervalued in our culture, girls who reject girly toys are in fact rejecting the frivolousness and shallowness that we attribute to the typical girl.  

On the other hand, boys currently have little incentive to cross the aisle. Those who show an interest in products that are marketed to girls face intense social pressure to take up more masculine pursuits. The developmental psychologist Deborah Tolman has said that boys are more likely to be bullied for playing with dolls than girls are for playing with cars.

Target isn’t the first big retailer to eliminate the division between boys’ and girls’ toys. In 2012, Harrods, Britain’s biggest department store, announced it would organize children’s toys by themes — or example, the circus, or space — rather than by gender. While these stores’ decisions to change their signage will not immediately reverse the attitudes of an entire culture, it’s an encouraging first step. Target’s move is making it safer for little boys who wouldn’t be caught dead in the pink-goods aisle to pursue a wider range of interests.

Lego