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Let Toys Be Toys welcomes the ASA report which confirms many of the things that we have campaigned on over the last five years. We are delighted about a new tougher stance on damaging gender stereotypes in advertising. Read more…
Many of us have copies at home and have enjoyed reading it to our children (yes, even when it was for the 179th time!). So if you’ve read in The Sun and the MailOnline linking us with calls to get rid of it, please be reassured that this isn’t the case, and that the quote from one of our campaigners was manufactured.
Our new research shows that the promotional images used in toy catalogues fall back on the same old tired stereotypes, with only a handful of boys shown with dolls, and girls accounting for just 11% of the children shown with cars or other vehicles. Read more…
Our survey of toy stores and websites has found ‘girls toys’ and ‘boys toys’ signs and website navigation options are on the way out. But what more do retailers need to do to allow children to choose their interests for themselves?
Our research this year shows that retailers have made big strides forward in letting toys be toys, with boy/girl signage on the way out, and more imaginative adverts and promotional imagery. It’s another picture from toy manufacturers, whose packaging, ads and catalogue images still rely on stereotypes.
The recent White House conference examining the issue of gender in children’s media and toys shows how the issue is being taken seriously. Sociologist Dr Elizabeth Sweet, who presented her research at the event, shares her perspective on the day.
We’ve been taking a look at TV toy ads to see how they show children’s play, and what picture they give viewers about boys and girls. The results are pretty depressing.
It’s that wonderful time of the year, when the toy industry goes into overdrive trying to convince children which toys they desperately need Santa to drop down the chimney. But many of Santa’s surprises will have been produced and promoted in the belief that boys and girls should have different toys and should be targeted separately. ‘Tis the season for excessively stereotypical selling practices.
If you think toys and toy ads are trivial, just ask a kid how much they matter.
Research carried out by Let Toys Be Toys volunteers shows that toy ads reinforce limiting gender stereotypes, and sell children a narrow view of boys’ and girls’ play.
Download the full research report: Who gets to play? What do TV toy ads tell children about girls’ and boys’ play? Dec 15
Research highlights: Read more…