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In 1984, historic deregulations in US TV programming under the Reagan administration allowed toy companies to start producing TV shows to accompany their products. These companies heavily relied on differentiating their shows and products along gender lines to appeal themselves to children (think of for instance, My Little Pony and G.I Joe).
Today, these gender stereotypes continue to persist in modern day children’s programming, even in shows that are intended for all children. For example, female characters, especially anthropomorphic characters, frequently are coded with pink clothing or eyelashes, while their male counterparts instead sport colours like blue, red, or green.
DEREGULATIONS IN U.S T.V PROGRAMMING
Apart from TV programming, the biggest toy corporations in the world also practically govern the way toys are made, sold, and played with.
Explore the gender balance in the executive boards of the world’s three largest toy companies*: notice how, as usual, there seems to be a lack of non-male representation in their boardrooms, as is the case with many industries.
Having more non-men in positions of power doesn't guarantee less gender-typed toys. But like how workplaces cultivate diversity, having a suitable representation of people across the gender spectrum amongst the decision-makers of major companies will see that the potential for more gender-diverse and inclusive toys can better recognised and prioritised.
GENDER REPRESENTATION IN LEADING TOY CORPORATIONS
* Information accurate as of February 2021.
CLICK ON EACH COMPANY TO CHECK OUT THEIR EXECUTIVE LEADERSHIP BOARDS.
ABOUT
While most famously known for being behind the world’s most ‘girly’ toy, Barbie, Mattel’s brand portfolio also includes prolific names like Fisher-Price, Hot Wheels and Thomas & Friends. Mattel recently launched the Creatable World series of gender-neutral dolls in late 2019.
7 MEN : 3 WOMEN
MATTEL EXECUTIVE LEADERSHIP
YNON KREIZ
Chairman & CEO
SVEN GERJETS
EVP & Global Chief Technology Officer
STEVE TOTZKE
EVP & Chief Commercial Officer
ROBERTO ISAIAS
EVP & Chief Supply
Chain Officer
JONATHAN ANSCHELL
EVP & Chief Legal
Officer and Secretary
RICHARD DICKSON
President & COO
ANTHONY DISILVESTRO
CFO
AMY THOMPSON
EVP & Chief People Officer
ROBBIE BRENNER
EVP & Executive Producer, Mattel FIlms
CATHERINE FRYMARK
EVP & Corporate Communications
And perhaps most importantly, the financial benefits of gender-typed marketing for toy corporations is impossible to overlook.
Setting gender-typed toys as the norm influences parents and guardians to think that it is necessary to purchase different toys, or the same toy in different colours for a girl and a boy, rather than letting them share the same toy, thus increasing their profits.
In fact, the price phenomenon known as the ‘pink tax’, an extra fee placed on items that are specifically marketed towards women like menstrual products, clothes and haircuts, also can be found in toys marketed towards girls, which can be more expensive.
THE FINANCIAL GAINS OF GENDER-TYPING
