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LET TOYS BE TOYS

DESIGNERS AS RESEARCHERS: HOW IS NONE GENDER INCLUSIVE TOY DESIGN CHANGING OUR FUTURE?
The British Standards Institute defines inclusive design as The design of mainstream products and/or services that are accessible to, and usable
by, as many people as reasonably possible without the need for special adaptation or specialised design (Inclusive Design Toolkit, 2013). Designing a toy
that targets one gender, alienates the other; by specialising its gender you reduce the amount of children that can use it and therefore make the toy
exclusive. I believe that by limiting the toys that a specific gender of child can play with you limit that gender as a whole, both socially
and economically. Through exploring different research methods I hope to discover whether there is any fact in my hypothesis.

A PERSONS A PERSON, NO MATTER HOW SMALL...


When it comes to childrens toys, gender
stereotypes have never been more defined.
The great pink and blue divide that currently
resides in the isles of toy stores is evidence
of this, a large proportion of which can
be attributed to the growth of capitalism.
People assume that it has always been this
way, that its tradition, natural even, but
this is in-fact not the case; the connection
between blue for boys and pink for girls is a
relatively new phenomenon. In the Victorian
era both baby boys and girls were dressed
in white, with no attempt made to signal
gender. In the early 20th century a small
association began to develop; blue for girls
because of its link with the Virgin Mary, or
blue toys for blue eyed children and pink
for brown eyed children. Even up until the
1970s the pages of the Argos catalogue
were adorned with primary colours, there
are some gendered products available such
as a Girls World Head to apply make up to,

but the packaging is a far throw away from


todays pink and glittery displays (Cochrane,
K. 2014).
There is a theory that gendered toys tend
to limit a childs interests, not just have
social repercussions; Chi Onwurah, MP for
Newcastle upon Tyne, called a parliamentary
debate on the subject of gender specific
toy marketing as she believes that the
limiting of children by gender stereotypes
is an economic issue. When she began her
engineering degree 30 years ago 12% of her
peers were women and now that is down to
just 8%.
We have some big economic problems and
one is a huge skills shortage in engineering
and technology. There are thousands of
jobs going unfilled and in addition to this a
lot of our engineers are in their 50s and are
about to retire - Chi Onwurah. (Cochrane,
K. 2014)

- Dr. Seuss (Horton Hears a Who)

I conducted some visual analysis research by gathering over a hundred images from childrens
toy catalogues. After analysis I noticed a couple of themes and then created data from these.
My research shows that just over half the boys and girls were presented stereotypically but
when they appear together a large percentage of the toys are gender neutral, but only a tiny
percentage are girls toys.

56% Of the Girls were 57% of the boys were Boys and girls appear In these pictures 69%
wearing or playing with wearing or playing with together in 30% of the are playing with Gender
neutral toys, and just
something pink
something blue.
pictures
6% are girls toys.

THE NEED
I conducted a survey on parents via
mumsnet and asked them a couple
of questions about; how they feel
about gender stereotyping and gender
neutral toys. Whether they consider
it an issue and whether they would
buy these kind of toys or if they
already do. In response, I got a
lot of written replies about how
important they felt it was, many were
angered at the pink for girls, blue
for boys logic. Interestingly they

held both designers, retailers and


parents equally responsible for this,
that it needed to be a team effort
to change the thinking behind gender
inclusive toy design.
I think my
results definitely imply that there
is an urgent need for toy designers to
change what we inflict on our children
and how it effects their future.

The demand from parents for more gender


inclusive toy design, or products
and toys aimed at empowering girls
is clearly on the rise and there is a
gap in the market for these kinds of
toys. Classic gender neutral toys like
cuddly toys, building blocks, arts and
craft, musical instruments and most
role play toys like toy supermarkets
are in abundance because play as an
activity should be inclusive, it
therefore doesnt make sense to design
gender exclusive toys.

WOMEN IN STEM-

PLAY HARD, WORK HARD..


Research shows that the employment
of women in STEM subjects (science,
technology,
engineering
and
mathematics) is on the decrease (Howes,
L. 2013). Could this be because toys
marketed at little girls are becoming
more gender stereotyped and arent
encouraging young girls to do these
kind of subjects?

UK AVERAGE

100%

Made a conscious
effort to buy gender neutral toys.

Would like to see


a wider selection
of gender neutral
toys.

Biology
Chemistry

75%

Mathematics
Physics

50%

Computing
Engineering

25%

Thought that
designers were
responsible for
creating gender
neutral toys.

0%

r
de
n
U

Have bought toys


designed for the
opposite gender to
their child.

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ct
Le

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The graph above displays the leaky pipeline phenomenon, a theory about the
declining percentage of women employed in science as they reach higher up the
employment ladder (Muffitt, E. 2014). Research shows that this is due to a
lack of encouragement throughout education, but its not just STEM subjects
in which women constitute a small percentage of the employment quota:
I worry about gender stereotypes that dis-empower girls
-Survey Response.

I think gender stereotyping is


probably worse with things like
pink lego and sexualised toys
for girls
-Survey Response.

In government, where the policies that effect us all are made..


1 in 4 UK MPs are women.
The UK is 57th in world for gender equality in parliament
4 out of 35 Lord Justices of Appeal are women

When there is a gender neutral


version of something, say a toy phone
in primary colours, why is it also
made in pink? Completely ridiculous
-Survey Response.

18 out of 108 High Court Judges are women.

CAN WE FIX IT? YES WE CAN...

- Bob the Builder

There are now a couple of toys on the market that are designed to encourage young girls
to engage with STEM subjects (Petals and Stem. 2014). Although they arent gender neutral
they are a step in the right direction. Toys that are designed for girls, such as toy ovens
and cleaning stations often come in gender neutral colours anyway, so often boys arent as
alienated by these types of products. The implications of boys playing with girls toys doesnt
seem as severe economically, but it definitely still has social repercussions. Goldie Blox is
a toy that attempts to engage young girls with engineering, LittleBits is similar but designed
to teach children about electronics and finally Lego brought out a play-set featuring three
female scientists which sold out nearly instantly. There is definitely a demand for these kind
of toys to equal out the imbalance, but even these are clad in pinks and purples and the
Lego set characters are wearing make-up. Hopefully future designers can start to design
toys or experiences that are inclusive to both genders, but still promote ethical messages and
educational benefits with consequential improvements socially and economically.

Little Bits Starter Kit,


Photo credit: Little Bits Electronics. 2014

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Lego Research Insitute


Photo credit: Lego.com

Goldie Blox Toy


Photo Credit: Petals and Stem, 2014

In the National Gallery out of 2300 works, 10 are by female artists.


(2010)
At the Royal Opera House its been 13 years since a woman choregraphed
a piece for the main stage

1 in 10 UK engineers are women

The Royal Society has never had a female president


50% of Chemistry undergraduates are female but only 6% are professors
1 in 5 front page articles are written by women

84% of front page articles are dominated by male subjects/


experts
5% of the 250 major films in 2011 were directed by women

1 in 5 architects are female (Bates,L. 2014).

TO CONCLUDE
My initial visual research gave me a clear situational view; childrens toys are still being designed/
marketed with only one gender in mind, and that retailers arent overly comfortable with presenting
boys playing with girls toys and vice versa. My survey, however, made it clear that parents are
beginning to demand toys that are gender inclusive and are worried about dis-empowerment
of girls, both as children and as adults. The research I collected about womens employment
argues the case that more young girls need to be encouraged from a young age to take interest
in STEM subjects to help amend the current skills shortage; arguably the best way to encourage
young girls is to design toys specifically targeted at them, but this then excludes boys. I think
toys need to be, not just designed, but also marketed inclusively. Its beneficial to make toys that
encourage childrens education, but aiming them at a specific gender still causes a stereotyping
and a form of alienation. My research affirms my belief that children should be taught gender
equality and the freedom to be whomever they want, without the gender constrictions that society
inflicts on them. The best way to do this is to surround them with inclusively designed toys that
embody that message otherwise, holistically speaking, it will have a detrimental effect on society.

JANE ADAMS (B2007056) - PRODUCT DESIGN (MDES)

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