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Campaign supporters

Take a look at some of the support the Let Toys Be Toys campaign has received from the worlds of media, science and politics.

Woman standing in front of screen with writing White House Conference on gender in children's toys and media

The White House takes aim at stereotypes in children’s media & toys

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.

Read more…

Who gets to play? Boys and girls in TV toy ads

words used in TV toy ads featuring girls: most prominent words magic, fun, beautiful, princess, glitter, style, hair, sparkle

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.
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words used in TV toy ads featuring boys. Most prominent: battle, control, power, adventure, blast, build, action, launch, rescue

PRESS RELEASE: The sexist messages of TV toy advertising

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…

No adverts for baby or fashion dolls featured boys

No adverts for baby or fashion dolls featured boys - 79.170.40.168/lettoysbetoys.org.uk/tvads

Read more about our TV toy ads research.

Just 4% of ads for toy vehicles featured girls

Just 4% of ads for toy vehicles featured girls. Read our research: 79.170.40.168/lettoysbetoys.org.uk/tvads

Read more about our research.

Image of blue and pink aisles in a toy shop, text: 'We can change this'

Why I quit the United Nations to battle toy discrimination

Hai Tiet is the man behind US online toy retailer Woozy Moo, but his background isn’t in the toy industry. He explains why he thinks running an inclusive toy store is an important way to combat gender inequality.

I was walking down the halls of Afghanistan’s Ministry of Higher Education with a colleague when she told me that she was looking for the women’s restroom, but a ministry official said there were none. There were none because, the official said: “Women using restrooms is disgusting.” Read more…

the_gender_police_580

The Gender Police: A Diary

Through their Twitter account @GenderDiary Ros Ball and her partner James have been cataloguing the drip-drip-drip of gendered messages their children receive. With the e-book of the project out today, Ros explained to us how the project came about, and what they hope it’s achieved.  Read more…

composite of images of preschool TV

Girls on TV – who’s watching?

Campaigner Jess Day looks at the links between toy marketing and children’s media, and why discussion of how girls are represented in media needs to talk about boys too.

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Girl saves goal in front of goalposts in a garden

Football fun: Let Toys Be Toys Gift Guide

The Women’s World Cup kicks off in Canada this weekend, proving that football fun isn’t just for the boys. Check out some great toys and books that footy fans – boys and girls – will love.

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