Gender Neutral Toy Marketing

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Gender N eutral Toy Marketing: Past, Pr esent, and Future by Sabina L e ybold

Transcript of Gender Neutral Toy Marketing

Page 1: Gender Neutral Toy Marketing

Gender Neutra

l Toy M

arketing:

Past, Pre

sent, and Fu

ture

by Sabina Le

ybold

Page 2: Gender Neutral Toy Marketing

1920s: Little Homemaker

“Every little girl likes to play house, to sweep, and to do mother’s work for

her.”

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1970s: Gendered Ads Decline• Decline due to:– Women in labor force– Marriage and fertility– Second-wave

feminism

Page 4: Gender Neutral Toy Marketing

1970s: Gendered Ads Decline

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1980s: TV Becomes Gendered

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1990s: Little Princess• Explicit sexism color cues, fantasy

roles• Little homemaker becomes little

princess

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What Now? What’s Next?• Target: reorganization by

theme/interest• Toys still gendered• Public reaction

Page 8: Gender Neutral Toy Marketing

What Now? What’s Next?• Why so gendered still?• Profitable to prevent hand-me-downs• Opportunity: broaden by

age/interests


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€¦  · Web viewThe European Institute for Gender Equality defined gender-neutral language as language that is not gender-specific and which considers people in general, with no

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Jumbo Neutral (from Neutral) Retail High Risk Target Price · Jumbo is the biggest toy, baby, home and seasonal products retailer in Greece with strong presence in Cyprus and Bulgaria.

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