Pink is no longer the color of girls and blue of boys. The sexism that has always permeated toy advertisements, perpetuating gender roles since childhood, is blurred. There is still a long way to go, it is true, but for the first time we see advertisements for toys for boys and girls as a whole, aimed at both and with the presence of both, although stereotypes still persist in motor vehicle and action toys ( warlike), which continue to be directed mainly at men; and care (dolls), beauty and fashion, for women.
This is indicated by the study “Sexist stereotypes in toy advertising: situation and evolution”, prepared by the Association of Communication Users (AUC) in collaboration with the Ministry of Consumer Affairs, which highlights that for the first time sexist advertisements are reduced . “We can assure that the Toy Advertising Self-Regulation Code, signed a year ago, works,” said Minister Alberto Garzón, who has been especially satisfied with this progress because “the activity of play shapes the values ??in childhood. “.
And in many of the advertisements studied (771 in total and 963 toys) the aforementioned code had not been applied (last Christmas campaign), since they had already been recorded when the text was signed between the public administration and the private sector or They were reruns from previous years.
The study shows that the female presence has increased in games of the month, construction, technological games, and professions, despite the fact that the main target of advertising continues to be girls. In the last campaign, 52% of the ads featured children of both sexes, 29% by girls and 9.1% by boys. In the 2021-2022 Christmas campaign, 35% for boys and girls, 36.5% for girls and 9.9% for boys.
“There is a clear increase in co-presidency in advertisements for board, role-playing and simulation games. Also for models and puzzles, electronic devices, educational themes and sports activities,” this work indicates.
But, toys traditionally considered “girls” (dolls and toys related to the domestic environment) resist change. It is true that the presence of children has increased, but in a completely secondary role.
The same goes for children’s toys (action, war and motor vehicle toys). With the addition that in these toys the voice-over is that of an adult male, to show more authority and strength, while in those aimed at girls the voice heard is that of a girl, “enhancing the prescription between equal,” the report states.
Regarding the use of color, it is observed that the traditional chromatic designation for girls (pink and pastel) and boys (blue, red or cold colors) has been progressively blurred in favor of more neutral and less defining tones.
“Although there is still much to do, the reality is that change is seen, a change in which we will have to move forward. They are slow, progressive and gradual changes. It is the correct path to achieve an egalitarian society,” explained Garzón.
