Gender Toy Marketing

In: Business and Management

Submitted By nxmarch
Words 1025
Pages 5
When you think of a gift for a little girl, what comes to mind? A Disney Princess DVD? A mountain of pink cupcakes? A toy convertible for Barbie? These are the things that most of us have come to believe that all girls like. These are also the products marketers have created for girls… Notwithstanding the foregoing, there is an ongoing debate about gender-based marketing and in particular with gender-based marketing being focused on young children. . One of the events that triggered this debate was when LEGO came out with a product line for girls called Friends. The TV ad shows wonderful town of Heartlake where “Stephanie” and her friends get to enjoy “all the things girls love”: interior decorating, getting pedicures and baking cupcakes. The sets feature taller and shapelier feminine figurines that lock into pink, purple and pastel green settings, such as a dream house, a splash pool and a beauty shop.
LEGO has created this product based on four years of behavioral research. This research purportedly led them to the conclusion that girls like everything pink, romantic and cute [5].
The product has generated outrage. The company was accused by many parents of feeding kids the gender stereotypes and locking them in to blue and pink roles in very young age.
Marketing to children is even more of a grey area than marketing to women. When it comes to child psychology the foundation of any debate is the question as to whether their tastes are a product of either nature or nurture. The recent research leads to conclusion that a lot of nature is actually nurtured [6]. Such things as taste, social norms, roles and behavior form as a result of our experiences and observations.
It’s not a secret that to this day, even in western society, gender roles are clearly defined and imposed through approval of conformity to such roles. Girls are nurturing, compromising and…...

Similar Documents

Gender

...Gender Although western society has come a far way in gender equality there are still many stereotypes that follow both men and women throughout their lives. The fact is that people still have beliefs and views of other’s personality traits, behaviors, or abilities that stem only from a person’s gender. What is staggering to me is that intelligence has not been found to be gender specific (Weitten, 2012, p.341) but women tend to underestimate their potential and have lower career aspirations (Weitten, 2012, p.357), and are still paid less than men for the exact same work. The following paragraphs will discuss gender stereotypes and their affect upon dating and intimate relationships. “We’re having a boy” said Dale to his friend Nate, “Way to put the stem on the apple” Nate replied with a slap on the back. So, would the reaction have been disappointment had Dale found out he was having a girl. From the very get go, before we are even born there are stereotypes about what gender the baby is, colors are defined, expectations are set whether they are intentional or not. As the child is born he or she is introduced to toys, books, praise, and play that can be associated to be gender specific. Boys are a lot less likely to be encouraged to play with what are considered girl toys than vice versa (Weitten, 2012, P. 350) and typically children’s books portray characters that are engaged in gender specific activities. Assignment of household chores can be reflective of gender......

Words: 786 - Pages: 4

Toys

...Things Toy’s “R” Us needs to continue to be on the look out for are: competition, increasing cost, possible positioning problems, and the steady deterioration of the Japanese economy and consumer spending (Johansson 185). By being prepared and having a plan of action for all these setbacks they will be able to dominate the retail market in Japan. ​We feel that Toy’s “R” Us Japan had also made great decisions when entering the Japanese market. High barriers is something Toy’s “R” Us saw right away as a hurtle they had to get over. And to help them enter the country they decided on a joint-venture with McDonalds Japan with their 20%/80% relationship. In doing this joint-venture they were able to use McDonald’s successful international marketing research. This research is so important in order to enter foreign countries. The joint-venture gave them a great advantage and a strong foot in the door. ​Another positive aspect that Toy’s “R” Us Japan had on their side was the timing of their first opening. And as Dr. Tong always says “In order to be successful you have to come up with the right product, at the right place and the right time.” From these exact famous words you can see how entering Japan at the right time was perfect for Toy’s “R” Us. Their slogan of “Everyday low prices” was not seen as a cheap store to get cheap things, but seen as a blessing during their recessions....

Words: 383 - Pages: 2

Marketing Toy Industry

...Base on the situation when there is little knowledge on what the new trend of toy is, it is wise to rely on the new product concept in the beginning. According to the case, the toy developer has formed some basic ideas of what she is looking for in a new toy: genuinely fun and secretly educational. However, she does not know how to make it come true and what will become attracted to kids. The new product concept will help solve partly of the issue. There are three inputs required in the process: Form, Needs/Benefits and Technology. For the benefit, the new toy should bring fun to the kids, and has some educational attributes in the parents ‘eyes as well. The Needs/Benefits should start first; otherwise, there will be a great risk of wasting money and time in producing an item that turns out unattractive to the target customer. Although she cannot survey kids and ask what problem they have, there are many other methods to collect information. She can examine customer’s needs by doing survey on the lead customers, staying close to the sale forces, suppliers, etc. After having a solid foundation on what the customer need, then the toy developer can move to the Technology and Form process. With the needs’ attributions in hand, she is now able to identify what physical characteristics the new toy will require, and what technology will be needed to make it happen. Relying on the new product concept process helps one see a bigger picture and provides a tool to make ideas come......

Words: 266 - Pages: 2

Reduce the Marketing of Violent Toys, Games and Entertainment to Children

...Running head: Reduce the marketing of violent toys, games and entertainment to children. Position paper : Reduce the marketing of violent toys, games and entertainment to children. DeVry University Engl-112-61206: Composition Professor: Jamie Pacton Student: Valeriya Zakreski Violence is a physical action to injure people or property. We can read a lot of information and watch news about violence. We can say that violence is a part of our life and he human condition. But the worst fact that today, our children are involved to this part of human condition. From child abuse to murder, to school-yard bullying, violence takes its toll, often with children being the innocent. But what can cause the violence between the children? Today we can hear a lot of information about it, as: toy guns and video games affect on the children’s health and behavior, violent homes lead children to the crime. “More than 1,000 studies on the effects of television and film violence have been done over the past 40 years. The majority of these studies reach the same conclusion: television and film violence leads to real-world violence. By age 18 an American child will have seen 16,000 simulated murders and 200,000 acts of violence.” Senator Orrin G. Hatch, Utah, Chairman
Committee on the Judiciary. September 14,1999. Children, Violence, And the Media. A report for Parents and......

Words: 2041 - Pages: 9

Toy Library

... 3.8 Revenue Stream 10 4. Plan 11 4.1 Marketing Plan 11 4.2 Operations Plan 12 4.3 Financial Plan 14 4.4 Risk Management Plan 16 5. Organization Structure 17 5.1 Top Management Team 17 5.2 Key Personal 17 6. Proposal 17 6.1 The ‘Ask’ 17 6.2 The ‘Offer’ 18 1.1 Company KidzCraft is a Kids Entertainment Company which provides a solution for kids belonging to the middle and lower section of the society to play and learn at an affordable price. KidzCraft also runs a chain of Day Care Centers which provides a solution for the working parents and increases the interactivity among children from a very tender age which improves their overall personality. 1.2 Product KidzCraft has a range of products and services for children 1. Toy Retail. 2. Toy Rentals. 3. Day Care Centers. 4. Kids Entertainment. 5. Events for Kids for their overall development. 2.1 PEST Analysis 1. Political The Political situation in India has so far been very good for new industries. It has further provided many subsidies for new industries further in certain states like Gujarat are inviting new players to enter their state. 2. Economic The Indian toy industry has shown a double digit growth rate for almost a decade, as the population is increasing the demand for toy is also increasing in proportionate with the increase in the number of children. Moreover the Indian Toy industry is facing heavy competition from the Chinese toy industry. Thus KidzCraft is going to......

Words: 3040 - Pages: 13

Toys

... Jennifer Smith G.G. Toys: Case study #2 G.G. Toys was a toy manufacturer facing problems with productivity and profitability. The company found a profitable product in their Geoffrey doll and Specialty branded doll #106. Retailers could customize to the specifications and buying habits of their customer base. On average, the Geoffrey Doll cost $19.19 to produce, and the #106 doll $23.74. To access in a study of their overhead cost for both of their plants, research showed that: 1. A setup was performed in the Chicago facility each time a modification to the dolls was made. Additionally, each time a specialty-branded doll was produced, a separate setup was required to process the raw materials to the required specifications. 2. Workers in the Chicago facility often operated several machines simultaneously once they were set up. Thus, machine-related expenses might relate more to the machine hours of a product than to its production-run labor hours. Because each retailer required slight alterations to the Geoffrey doll's overall appearance, a new setup and production run was required for each design change. Retailers were found to be conservative in their ordering patterns, ordering fewer units more frequently. Thus increasing the number of setups required, causing increased labor and material cost. The research done by the external group did show an area of opportunity. Because setup is time consuming, labor intensive, and costly, it would be within reason (at......

Words: 430 - Pages: 2

Toys and Gender

...Hikmet Örnek(01) Okt.Ece Yılmaz SEC 317 Gender Issues on Education 28.03.2014 GENDER AND TOYS As all we know, we begin to learn our gender as soon as we are born. And it strengthens in time. The most effective reason of this is the environment. What I mean is the family and teachers. Thus, toys are very important for gender discrimination. As different colors for boys and girls are learned from the beginning, toys are, too. For example, dolls are given to girls while boys play with cars or balls. There are some reasons for different toys according to gender. Firstly, it makes us ready for our duties in the future. In some sort, it decides that home is the place of women and work is for men. Secondly, there are gender differences in abiliities and behaviour as Kimberly Wright Cassidy writes. There are some generalizations about gender issues. For example, girls are better at verbal and writing skills while boys are better at numerical skills like math or phsyics. This leads parents to choice different toys. Another generalization is that boys are more active than girls. However, there are some axamples like Egalia which is a school stopping gender differences and Baby X experimentation which denies these generalizations. In ‘’X A Fabulous Child’’ written by Louis Gould, the baby X is given both doll and ball. In addition to this, ball is given by the mother while doll is given by the father. At the......

Words: 432 - Pages: 2

Gender Socialization Through Toys and Sports

...Gender Socialization through Toys and Sports In today’s society, there are many guidelines of how one should act and be. Gender socialization is the process where people take on notions of gender roles, gender ideas and gender behaviours. At an early age, boys and girls are told how to behave and act according to societal norms of gender behaviours and roles. The comparison of Jane Smiley’s article “You Can Never Have too Many” and John McMurty’s , “Kill ‘Em! Crush ‘Em! Eat ‘Em Raw!” provides an insight about how gender socialization is conditioned through toys and sports at an early age. Also teaching and reinforcing stereotypical gender roles through traits, appearances and occupation. (this is an incomplete sentence and it doesn’t flow very well with the previous sentence) Specific toys and sports are associated with certain genders and generalizes the role that boys and girls should uphold. Male characteristics are thought to be strong, tough and are unable to show weakness whereas female roles are to be nurturing, supportive and caring. In Jane Smiley’s article, the author focuses on how Barbie plays a positive role model in her daughter’s childhood. Barbie is portrayed as beautiful woman who posses feminine qualities. Young girls who tend to play with Barbie dolls have a mind set that they should grow up to be like Barbie. “Lucy could apply lipstick with her eyes closed by the time she was five.” (Smiley 238) This quote shows that children are easily influenced by......

Words: 1137 - Pages: 5

Gender Stereotyping

...2014 4. Gender Stereotyping in Advertisements 5. 1550 6. I am highly motivated, and I am committed to excellence. Advertising Gender Stereotypes Gender Stereotyping in advertisements happen all around us. Whether it is a commercial, billboard or a magazine, advertisements are everywhere. Gender stereotypes happen at an early age that includes children. Children’s advertisements implant the very gender roles that are portrayed in today’s society. Creating specific gender products is also creating large profits for companies. When first thinking of gender stereotyping in advertisements one might think of the negative aspect first and not realize that there are positive ways to advertise to specific genders for purchasing products. By using these gender specific advertisements, companies can sell products more efficiently. Advertising to children at an early age can play a significant role in shaping the expected role for him/her in today’s society. There are many examples that can clearly outline gender stereotyping. In many instances someone might not catch it because it is so normal in today’s culture. Monica Brasted is a psychologist and observed her child when the two of them went to McDonalds one day. Monica’s little girl was upset because she didn’t get the toy she wanted. “When I asked her what was wrong she asked why the woman had given her a care bear when she wanted a transformer” (Brasted). This then brought up the question, why is a transformer toy......

Words: 1642 - Pages: 7

Gender Inequalites

...Radzikowski Gender Inequalities Our society is plagued with many inequalities, these inequalities range from education to wealth, yet I believe one of the most prominent forms of inequality today is aimed towards gender. Gender inequality refers to unequal treatment or negative perceptions of individuals based on their gender. As of 2012, the World Economic Forum ranks the United States 22nd in terms of gender equality out of 135 countries. America often employs Gender stratification causing the ranking of the sexes in such a way that women are unequal in power, resources, prestige, or presumed worth. For my essay I shall explain the three most prominent forms of gender inequality: Childhood, society and professionalism. Gender inequalities have large-scale consequences for society, as long as we continue to perpetuate gender inequalities men and women will never be considered equal. In the 1800’s during America’s farm economy, women enjoyed and lived equally with men on a family. Farm men and women typically did different jobs men did heavy field labor, woodwork, repairs and worked with large edge tools. In contrast women preformed food preservation and clothing preparation, a farm family could not survive without the skilled labor of both men and women, and in this sense men and women's contribution to the economy of the family farm was equal. Furthermore children were raised and nurtured by both men and women, there were no prescribed roles or expectations of the......

Words: 3051 - Pages: 13

Toys and Soc

...Thomas Folsom 2/27/2015 Soc 1 Application 1 Toys and Socialization As I walk down the toy aisles in toys R Us, I notice that there is a large sign above the aisles saying boys. This aisle contains ninja turtles, WWE wrestlers, sports cars, dump trucks, motorcycles, and toy weapons of all sorts. The colors of blue, green, red, and yellow cover the aisles all darker shades of the color. All of the boy’s toys are very masculine. The next aisle I walk through is the girls section, this aisle is covered with dolls, princesses, cute animals, dresses, wands, small sized cleaning equipment and drawing boards. All of these toys are light blue, bright pinks all of these very feminine. The children in America learn stereotypes in gender roles through gender socialization. This is a sequence of adapting to the culture roles according to your sex, this starts at birth and will continue throughout life. Toys are very gender specific, because they teach and reinforce stereotypical gender roles for children. When we are first born children make an image of themselves as a boy or girl. We do this so we can fit in with society so we can interact with parents and teachers. Children pay close attention to the gender appropriateness of toys only after they get a firm grasp on the concept of gender constancy. Gender constancy alludes to a child's understanding that gender remains the same for the rest of his or her life. Children become aware of the fact that they will always be male or......

Words: 986 - Pages: 4

Gender

...favourite colour is, and chances are she'll shout "pink". Toy aisles and clothing rails are packed with this shade, but is nothing but pink for girls harmful? How different it was in the early 1900s, when blue was for girls and pink for boys. Any colour so long as it's pink | The Women's Journal explained it thus: "That pink being a more decided and stronger colour, is more suitable for the boy, while blue, which is more delicate and dainty, is prettier for the girl." DressMaker magazine agreed. "The preferred colour to dress young boys in is pink. Blue is reserved for girls as it is considered paler, and the more dainty of the two colours, and pink is thought to be stronger (akin to red)." Rkgnifnviovn hree years ago, while she was on maternity leave, Ros Ball and her partner, James, began a diary of their children's lives. Their daughter Josie was three and their son Clem three months old. They wanted to record the moments when their children were made aware of gender stereotypes; when they were directed towards a view of the world in which girls and boys inhabit separate, rigid spheres of pink and blue – the first sphere passive, pretty and gentle, the second aggressive, active and strong. The results were tweeted under the title Baby Gender Diary, and Ball, a broadcast journalist who lives in London, couldn't believe how much there was to write about. On the first day, they went to a pantomime with a toy stall, where Josie's older male cousins directed her......

Words: 2850 - Pages: 12

Toys

...the popular toys in the 1990s, which are Tamagotchi, Barbie, and Lego. The first digital toy is the Tamagotchi Tamagotchi means a handheld digital device, which can be cared for as a digital pet including feeding, playing, and cleaning up after it. For example, the first Tamagotchi was created in Japan by Bandai in 1996. It went on to sell 76,000,000 units worldwide by 2010 (“Tamagotchi,” 2015). It was quite cheap with the price depending on the different versions available, in total there were 11 different variations, with prices ranging from $10 for the cheapest and up to $70 for the most expensive (“Tamagotchi Price,” 2015). The device was aimed at young children around the age of 6. It was aimed to promote nurturing instincts as the children would actually care for the digital pet, and if they failed at this the digital per would die (Baguley, 2013). Moreover, as there were strict laws governing ownership of pets in some countries, the Tamagotchi was an excellent solution for families unable to buy real pets for their children. This is why the device sold so many units. Some of the devices had communication abilities, which allowed children not only to play but also linguistically interact with the toys. This was seen as an educational component to the toy. As the toy was completely non-violent it became a popular choice for parents as a suitable toy for their children’s development. In summary, the Tamagotchi is the first digital toy. The second popular toy is Barbie......

Words: 824 - Pages: 4

Gender

...Elizabeth Hayes October 8, 2011 PSY/265 Jeanette Gallus What does it really mean when a person uses the term “gender identity”? The first couple of thoughts that come to mind are; a person’s anatomic sex, how a person may perceive themselves, (or a male feeling like a female in a male’s body). The term “gender identity” is “[our psychological awareness or sense of being male or being female and one of the most obvious and important aspects of our self-concepts.]” (Rathus, S. A., Nevid, J.S., and Fichner-Rathus, L. 2005). In this paper we are going to discuss the factors that determine gender identity, discuss how a person’s masculine or feminine traits can be describing using the continuum of masculinity-femininity, and talk about three factors in my own life have helped determine my own gender identity. The last thing we will discuss will be the masculine and feminine traits that I attribute to myself using the continuum of masculinity-femininity. There are a few different factors that are included that determine gender identity; like genetic factors, environmental situations, psychosocial factors, and even sexual hormones. “Gender identity is almost always consistent with chromosomal sex.” (Rathus, S. A., Nevid, J.S., and Fichner-Rathus, L. 2005). From the moment sperm fertilized an ovum, our destiny to be a girl or a boy is chosen. Usually at this point; 23 chromosomes from the male donor and 23 from the female come together and combine to make a “zygote”.......

Words: 1131 - Pages: 5

Gender Selection and Ethical Marketing

...Running Head: Gender selection and ethical marketing Gender Selection and Ethical Marketing Unit 4 Assignment MT330 International Marketing Kaplan University Christina Olson October 16, 2011 Soft glow of the skin, feelings of butterflies in the stomach, and countless days of pampering and love; this is what pregnancy should be like. Expecting mothers should be joyous about the wonderful life that they are caring. Medical technology advancement has made the ability of planning for new born babies easier by the use of ultrasound machines. Currently ultrasound machines are produced by many different companies, one of them being General Electric. Ultrasound machines were first used to test the distance between two areas. During the 1950s these machines were used by doctors to identify masses in the human body such as tumors (Barfee.net, 2011). General Electric designs their ultrasound machines with the women’s body in mind, to be with her every step of the way from pre to post pregnancy (GE, 2011). This company is taking strides to ensure that all women are being looked after with the best technological advancements possible (GE, 2011). They have developed portable ultrasound systems which help to provide medical capabilities to all those in need at any location imaginable. In China the easy accessibility of GE’s ultra sound machines has become more of a negative effect than a positive one. Since the pass of China’s One-Child Policy, many women wanted......

Words: 641 - Pages: 3

Capas com Abertura | Следующая | Olympic Games