CS rep

Toys and clothing the hidden Gender Assimilator

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Toy and Clothing, The hidden Gender Assimilator?

Jeffrey Snowden

Cascadia College

Abstract

The observation of both toys and clothing in a retail setting. To determine if there is gender bias apparent. Not only do the toys have subtle hints to direct each gender into building their ideas, but also in shaping their roles later in life. There is definitely a divide with the options that the two genders have available to them. Both the clothing and the toys have been geared towards certain values. The observation took place at a local Fred Meyer store. This particular store has a large diverse ethnic consumer base. It is very apparent that each section is targeted towards each gender.

Field Notes

Male Toy Aisle

· Nerf guns start off the male aisle

· A variety of colors, however not very vibrant.

· There are was one of the many packages that had a female on it, however the rest had males shooting at each other.

· Heavy theme of fast and aggressive.

· Action Figures

· A variety of action base figurines of each gender and some fictitious beings as well.

· Lots of weapons complement each figurine.

· Movie and comic themed.

· Below the action figures the was life size weapons that look like what the action figures have. Most of the packaging was neutral in color with focus on the storyline that the character was from.

· Not all are human, some are made up creatures, while others are robots. The bulk of the robots are from the Transformers stoyline.

· Toy cars

· Majority of this section is Match Box, which are die cast cars of all types.

· A hefty percentage of these cars are now based off of movies vehicals.

· Star Wars, Cars

· There are some larger size vehicle’s as well, some are remote control.

· Models

· Glue together models which include planes, wheeled vehicle’s.

· Model rockets that you can launch into the sky.

· Legos: these are heavy on building, adventure, action movie themed.

· Strong male pull in this area.

· This aisle also shares stick and ball sports on ¾ of one side.

· In all this aisle is heavily focused and marketed towards the male gender.

Young Male Clothing

· There is a heavy sports theme in this area.

· If there is print or screening upon the garment if not sports it is comic or video game based.

· Very neutral primary colors are used throughout.

· No fancy fabrics are present.

· Very similar to what Dad might wear.

· Pants are: sweats, denim jeans, khakis, and twill.

· Only accessories in this area are varies baseball hats.

· All in all this clothing area is not very exciting.

Female Toys

· Legos: Directly opposing the other Legos you find pastel and vibrant colored Legos.

· These Legos and very bright in packaging

· Fantasy based as well as princess and fairy style themes.

· There is also a group that are focused on home. Here there are kitchens, beach houses, and families playing together.

· Dolls and Barbie

· This is a very large section of one side of the aisle. It is very colorful with lots of pink and baby blue. So much more vibrant color than the next aisle over (boys toys).

· The dolls all have very large eyes, and pouty full lips.

· Dress in a variety of clothing with changes of clothing in each package.

· Majority of these dolls are female based, a few are male. These male dolls are mainly to accompany the female dolls.

· Can’t state enough how bright the colors are in this section.

· Lots of ponies and puppies are both on the packaging and as side kicks for some of the dolls.

· Figurines

· The end of the aisle is a bunch of smaller shelves that house little figurines.

· These are lifelike and mostly plastic.

· However have softer more feminine lines than true life animals as well as docile demeanor.

· This aisle shares ¾ of it with infant and toddler toys

Young Female Clothing

· So much more color than young men’s section.

· Much more variety of materials present: lace, mesh, spandex, faux furs.

· Large selection of compression leggings as well as accompanying sports bras/tops.

· Cute adorable screened on images as well as positive sayings.

· Lots of tighter fitting cloths.

· Much larger selection of accessories

· Large assortment of colorful socks

· Variety of belts.

· Some necklaces and bracelets.

· Some head ware.

Analysis of Observations

So, there was about an hour and half spent between the two areas. During this time, I was questioned by security on why I was “lurking about” in the kid’s aisles. That was super fun to deal with, however after I explained what I was up to they went about their business. Upon walking down both the toy aisle’s and the two clothing sections, it was very apparent that colors help target specific genders. The boys had more subtle primary color usage, while the girls have much more vibrant and pastel colors. It was also interesting to see what the two genders aisle’s shared with other goods. The boys where paired up with sports, while the girls where paired up with infant and toddler toys.

The boys toy area was very focused on action as well as has a faster feel to it. The themes that are present are much more aggressive but also had a engineer and building base to them. There is not much in the way of art present in both the toy and clothing sections that are focused on the young men. The clothing for the most part is just smaller versions of what “dad” wears. This of course with some shirts that had print on them that has age-based content. Again, this is just a younger version of what dad is wearing. There is a bit of openness when it comes to the action figures. This is that they are in essence dolls that are for a more masculine base. This allows some exploration with how the child decides to play with them. There is an underlying message that is being conveyed, that is in general the males roll is very structured and is hard and fast so to speak.

When you step into either the girl’s toy or clothing areas you are greeted with a vast array of vibrant happy colors. With regards to the clothing options that they have there is a much larger variety available for the child to choose from. Again, they are for the most part just smaller versions of what mom wears. It is a bit disturbing that there is so much tight-fitting garments available for such a young age. I believe that it sends confusing mixed signals to young women. How many seven-year-old females need a sports bra? Then you get into the toy aisle, and again you are bombarded with lots of colors. Lots of happy dolls that are full of curves and accentuated features. There is also a strong message here that is geared towards families and concrete objects; such as houses. Not to be overlook (which is hard to do) is that princess gets to have a pony or puppy or maybe both. This is also accompanied by some of these female dolls having babies.

After going through all of the notes and observations there are a few things both subtle as well as not so subtle that are being conveyed to the next generation. First off is that girls are guided to grow up to bring babies into the world while baking cakes for dad while at their beach house. This of course is in-between playing with the dog, frolicking on jet skis, or being with their horse. The other side is the boys, they are supposed to be off constructing and designing infrastructure. Then on their off time if not driving the truck that is towing mom and dads’ boat or jet skis, they are working on their hotrod car. There was also a constant theme in most all of the boy’s toys, which was weapons and power. Meanwhile with the girl’s toys beauty and family was the focus. To my eye there seems to be very little variance in what is acceptable for a young person to grow into. The subliminal bombardment is present form very early on. Children today are growing up in a much more open world than ever before, however the message that is constantly surrounding them is still very ridged and outdated. The toys tell girls to grow up to be homemakers while their husband is off at work. While the clothing and styles surrounding them tell girls that they while homemaking must always be pretty and accessorized. While the boys have a different pressure put upon them. That is, they have to be tough and rugged. That while being industrious as well as taking care of the family.

The toys available today still have a very old school American ideal still being displayed and conveyed. So much has changed since the days of the wife being the homemaker and the husband taking care of the rest. Today anyone can really do anything their heart desires in regards to life standings. The clothing especially on the girls’ side on the other hand has become very progressive, even borderline risqué. To the toy and clothing companies however cater to the consumer still. So how do we change these messages that we are sending the children is a very difficult problem to address. I went into this assignment expecting to see some change towards more neutral toys and packaging, this due to how within the US we have become a much more sensitive culture. Sadly, this is not the case, we are still trying to assign gender rules and rolls very early on.

Word count for Analysis 900