(EMAILWIRE.COM, December 26, 2013 ) Las Vegas, -Nevada -- It looks like a welcome sign, and one that should be carried over the Atlantic. There are less gender specific signs in toy stores these days, largely due to a campaign set to drive gender equality for toys. A campaign conducted across the UK and Ireland by group, Let Toys Be Toys looked at the impressive results of their follow up survey this Christmas.
The survey revealed that compared to last Christmas, when the campaign started, there is a 60% drop in the proportion of outlets using boys' and ![]()
girls' signage. This is a significant decline from half of stores last year to only 20% by today. Hobbycraft was at the top of the table in the long list of retailers doing away with gender stereotype marketing for toys. Second and third place went to Toymaster and Fenwick respectively, with Fenwick achieving the honor of most improved, deciding to remove gender specific signs in their stores altogether.
The results are a massive boost for the campaign and the message being sent to children and parents alike is much clearer. Apart from products being easier to find, there is no longer blue and pink differentiation, and kids are not being told what they should like or not like. Instead of gender categories, there are now toy categories, such as Soft Toys', Board Games' and Crafts'. Whereas before the marketing narrative was that girls should be into nurturing and crafting and boys should be into adventure and science. James Chris of Steelroy Inc who specialize in unisex toys and this Christmas released their top selling JC loom kit said, "The change is amazing to see, and is a very welcome message to our children."
This kind of change still needs to be exacted in America, where consumers still feel pressured' into gender specific purchases at the expense of children's natural curiosity and imagination. It really is limiting our kids and their choices, and I now wonder why it's taken us this long to start putting it right," said James Chris.
It's interesting to note that the big chain stores were less likely to relent, with Morrisons being the last the list, while independent shops showed more willingness to change. "Why can't a craft toy like JC Loom Bands be for both girls and boys? To say that only girls should be creative and boys should go for adventure games is extremely outdated thinking." said Simon Reading, another participating store owner.
Although it's a significant change, there is still 70% of all outlets using gender related signs, and 40% use gender as a primary marketing strategy to sell their toys. "Ultimately, there is only one voice these big companies listen to, the customer. This is something only consumers can change," said campaign founder, Kerry Brennan.
About Steelroy
Steelroy takes pride in the production of their Crafting Toys. Steelroy offers an incredible shopping experience with experienced sales people who can offer expert consultancy on picking out the ideal toy, for every child, for every event.
James Chris
0086-18980929480
inquiries@trainedsports.com
Source: EmailWire.Com![]()
The survey revealed that compared to last Christmas, when the campaign started, there is a 60% drop in the proportion of outlets using boys' and
The results are a massive boost for the campaign and the message being sent to children and parents alike is much clearer. Apart from products being easier to find, there is no longer blue and pink differentiation, and kids are not being told what they should like or not like. Instead of gender categories, there are now toy categories, such as Soft Toys', Board Games' and Crafts'. Whereas before the marketing narrative was that girls should be into nurturing and crafting and boys should be into adventure and science. James Chris of Steelroy Inc who specialize in unisex toys and this Christmas released their top selling JC loom kit said, "The change is amazing to see, and is a very welcome message to our children."
This kind of change still needs to be exacted in America, where consumers still feel pressured' into gender specific purchases at the expense of children's natural curiosity and imagination. It really is limiting our kids and their choices, and I now wonder why it's taken us this long to start putting it right," said James Chris.
It's interesting to note that the big chain stores were less likely to relent, with Morrisons being the last the list, while independent shops showed more willingness to change. "Why can't a craft toy like JC Loom Bands be for both girls and boys? To say that only girls should be creative and boys should go for adventure games is extremely outdated thinking." said Simon Reading, another participating store owner.
Although it's a significant change, there is still 70% of all outlets using gender related signs, and 40% use gender as a primary marketing strategy to sell their toys. "Ultimately, there is only one voice these big companies listen to, the customer. This is something only consumers can change," said campaign founder, Kerry Brennan.
About Steelroy
Steelroy takes pride in the production of their Crafting Toys. Steelroy offers an incredible shopping experience with experienced sales people who can offer expert consultancy on picking out the ideal toy, for every child, for every event.
James Chris
0086-18980929480
inquiries@trainedsports.com
Source: EmailWire.Com