Toys R Us paper
In last week's discussion the themes of package coloration, sectioning of the store and images of boys and girls on packages were brought up. When I visited Toys R Us I noticed some instances in which these trends were both upheld and broken. But I also decided to examine some other things.
First, I visited the baby section. It is notable that outfits between girls and boys are pretty similar up until age 3 or 4. While vibrant pinks and blues are available, a lot of baby's and toddler's clothing is available in neutral colors with neutral patterns. As little kid's costumes go, there are dresses and "suits" to choose from but a wide variety of animals as well. The greatest difference is in the shoes: boys can choose from black loafers or brown work boots, girls have a wide variety of sparkly or furry slippers and boots. There were only two pairs of shoes on the wall that could be considered neutral; dark brown, meshy sneakers. Where clothes did differentiate, it was clear that female clothes had a lot more patterns, whereas male clothes kept to solid, dull colors. The writing on girls and boys baby clothes only suggested adoration by their parents, not assigning passivity or activity.
As for sectioning of the store, rather than being able to identify a boy's half of the store vs. girls half, it seemed that the store was organized by interests or activities, and boys and girls' versions of those things were somewhat separated within those section. For example, "building" contained both Star Wars Lego sets and castle building. The stuffed animal section contained cats, dogs, horses and alligators all mixed together. In the sports section, boys and girl's helmets were mixed together on the same wall. While only a few helmets could be considered gender neutral, quite a few girl helmets had designs that expressed traditionally male characteristics such as aggression and daring. Bicycles come in a variety of colors such that I couldn't really tell what was a girl's bike or boy's bike.
The depiction of children on packaging was inconsistent. For the labels on bicycle helmets, I noticed that the boys were actively riding while the girl was just resting on her bike, smiling at the camera. The boys were also at the older end of the age range suggested for those helmets whereas the girl was on the younger end of the age range. For some activity kits, the main picture was of a boy playing with the toy, with a small inset in the corner showing a girl playing with the exact same toy. This appeared over and over again within a particular brand. For others, boys and girls of mixed race (but decidedly light-skinned) played together, though apparently cooperative and not competitive. Sometimes the girls were passive, other times they were active. Competitive table-top games tended to depict young boys competing against each other, with no girl in the picture. However, Nerf guns were advertised exclusively to boys, using pictures of older teens and occupying an entire aisle. There were no guns advertised to girls.
One thing I took note of in particular was the design of toys advertised to boys and girls; I chose particularly to focus on texture. I noticed that Barbie dolls and superhero action figures are made of similar materials and perform the same movements. Similarly, many toys that we would think of as boy themed, such as Ninja turtles or Power Rangers, came in classicly girly designs, such as round, plush toys and backpacks. The undertone of this cross-over is that girls are given room to manipulate their toys and boys are given room to cuddle with their toys. Thus, because both boy and girl theme toys are available in action-ready and cuddly formats, boys and girls can cross over and participate in emotional roles usually excluded from them. However there seemed to be a maintained exclusion of interest groups, as these toys did appear in boy/girl segregated sections.
There were particular groups of toys that were completely gender-neutral while also being gender-inclusive. These include Pixar movie toys that include both male and female action figures in action poses, and Pokemon, which make available both boyish and girlish pokemon in action figure and plush toys.
In conclusion, segregation and exclusion were still apparent but inconsistent. Integration tended to focus on themes or activities not assigned to either gender, rather than bringing gendered themes together. I believe that images of boys and girls playing with certain kinds of toys are much more powerful that the colors on the packaging or segregation in the store. If a pirate costume is accompanied by a picture of a girl wearing that costume, then it will validate that costume as open-gender. If My Little Pony action figures are accompanied by a picture of a little boy playing with them, it will validate the toy as open-gender. I believe that it is most important to show boys and girls playing together so as not to inadvertently reverse gender designations, but rather integrate them. This would also allow boys to be cooperative and girls to be competitive, and allow for individual development rather than gendered pre-determination of characteristics.