Be Neutral Be Equal

            The Huffington Post article by Emma Mustich, Sweden ‘Trying To Banish Gender’ Through Toy Advertising And Language, presented how in 2012 Sweden began to denounce gender segregated toy advertisement. Leklust, a Swedish toy company, has made their catalogs to be against gender stereotypes with a boy dressed as Spiderman pushing a pink baby carriage and a girl riding a toy lawnmower. Their catalog became popular around social media and gained support for gender equality. Sweden’s model is not only for gender equality but mainly to raise children with gender-neutral views. These views also led them to introduce a neutral gendered pronoun “hen” instead of “han” (he) and “hon’ (she). The article concluded with the questioning if it is ethical to raise children as “gender-free” and with some audiences that disagree because children “don’t give a fig if the toy they want to play with is meant for a girl or a boy,” (Mustich).

Sweden’s view on toy advertising is uniquely productive since they see the corrupt views in other advertising with gender segregation and traditional gender roles. I agree with their model of gender free toys and self-identification. If children are not pressured by advertising to play with gender based toys, then they are able to choose whichever they like. Then without playing with gender based toys, children will not be socialized to stereotypical gender roles and can use the pronoun “hen”, or any other that is not gender specific, to comfortably describe themselves.

I support Sweden’s model and other views for gender equality or gender neutrality and so I disagree with those, such as Jacqueline Burt in the article, who do not care for the views. We need to realize that although there are children who enjoy any toy to play with, there are others who are influenced by genderized toys and advertising. Toy commercials, toy catalogs, and other methods of advertising influence children to play with the toys that are labeled for their gender. There will always be those kids who will say “Oh no, that toy is for girls/boys!” To prevent this type of negative gender segregation, we must begin to follow in Sweden’s model to show children it is not shameful to play with the opposite gender’s toys.

Sweden 'Trying To Banish Gender' Through Toy Advertising And Language

Anyway, why should anyone think it is shameful for a child to play with the opposite gender’s toy?

• The gap between genders is slowly closing with more gender equality rights than pass years. Since there are more woman in the work force and other male dominant roles, children should learn as they grow that opposite genders are the same in many aspects. Therefore, it would not be shameful to begin to play with different toys as a child.

Others could question why is there still a significant amount of pink in girl toys and blue in boy toys?

• Even in the Lekjust toy catalog most of the girl toys are all pink while the boy toys vary in dark colors. This specifically targets the toy company than the advertising itself; however, it also contributes to why the catalog separates these toys from the other non-pink and non-“girly” toys.
• I would assume it is because Sweden is slowly making this neutral gendered model and I respect that. I am sure over time pink toys will diminish because in reality there are no all pink ovens, vacuums, or castles, or anything really. 

Toys and toy advertising will hopefully become gender neutral in all aspects so children will begin to understand gender equality as they grow.

References:
Mustich, Emma. "Sweden 'Trying To Banish Gender' Through Toy Advertising And Language." The Huffington Post. TheHuffingtonPost.com, 12 Apr. 2012. Web. 31 Oct. 2014.