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