If you've ever wondered what make good gifts for children; more specifically "gifts for girls" or "gifts for boys", then you will have succumb to gender stereotyping. In today's forward-thinking world, there are only gifts for children, and rightly so.
Indeed, much has been written about gender-neutral parenting of late. TV shows, scientific experiments and brand research all suggest that parents are conscious of the way social stereotyping can shape their children. And now, marketers are giving it the attention it deserves too.
A recent piece in Marketing Week discussed why the industry must work together to banish gender stereotypes. It suggested that “Progressive adverts are 25% more effective than those featuring more traditional portrayals of gender.”
It’s not just children’s companies either - brands from Skoda, to supermarket giant Target have taken note.
On their website, Let Toys be Toys, a campaign to eliminate gender marketing, say: “Toys are for fun, for learning, for stoking imagination and encouraging creativity. Children should feel free to play with the toys that most interest them….We’re asking retailers, booksellers and manufacturers to sort and label toys and books by theme or function, rather than by gender, and let the children decide which toys they enjoy best.”
Sophia, founder of Munchy Play, said: "It's important for kids to feel free to explore their imaginations and creativity without limitations. Because of this, our products are designed with fun at heart - not gender."
"Working closely with award-winning illustrator Lydia Leith, we were keen to avoid stereotypes. Instead we focused on bright fun colours with universal appeal."
There’s a number of celebrity supporters adopting the gender universal approach to parenting, including Russell Brand who said on ITV’s This Morning show: “Now that I have these very important women in my life I have re-evaluated the way that I unconsciously looked at gender, because now I've got a daughter I think 'wow, I don't necessarily need to dress her in clothes that are indicative of her gender.”
He is joined by a plethora of stars, including singer and Mum Paloma Faith who explained in an interview in the Daily Mirror why she avoids dressing her child in stereotypical ways to avoid the pressure of their own gender identification, adding: “I just want them to be who they want to be.”
And finally, pop icon, Pink recently confirmed that she is proudly raising her children gender neutral saying in The People: “We are a very label-less household. Last week Willow told me she is going to marry an African woman. I was like: ‘Great, can you teach me how to make African food?’ “
For more like this, follow Munchy Play on Facebook.