Author Rachel Ellerm

The gender agenda: is it time for Kiwi brands to stop perpetuating stereotypes?

This weekend my mailbox was inundated with catalogues from big retailers telling me about their current toy sale. Apparently ‘tis the season. As I flicked through one of the catalogues I began to notice just how gender-specific it was. In the “play and pretend” section (it is a sea of pink) there are little girls playing with Barbie glam pools and day spas, or wheeling around a shopping trolley (with food no less). Or, they can take their pick from one of the kitchen, supermarket, pots and pans or laundry playsets. Flick a few more pages, and you’ll find the pink ‘craft and creativity’ section, or the blue ‘action and adventure’ section. You get the picture.