Newspaper article The Christian Science Monitor

`Think Pink' Still Applies to Toys

Newspaper article The Christian Science Monitor

`Think Pink' Still Applies to Toys

Article excerpt

WHEN toy designers at Parker Brothers created a new board game called Careers for Girls, they gave preteen players six career choices: super mom, rock star, fashion designer, college graduate, school teacher, and animal doctor. They packaged the game in a hot-pink box, shipped it to toy stores, and waited for parents to add it to holiday shopping lists.

But now the sweet jingle of cash registers is being interrupted by the harsh jangle of telephones. Professional women are calling to complain about the stereotypical career options offered to young girls in this "Fame, Fortune, and Happiness game." Executives counter that the game is intended for "entertainment purposes only," not as an exercise in consciousness-raising.

Parker Brothers is far from the only such offender at the toy store. Another board game, Milton Bradley's Sweet Valley High, offers girls ages 8 and up such anxiety-ridden questions as "Which dream date will be yours?" and "Can you find your boyfriend in time for the big date?" Western Publishing's Girl Talk Date Line poses equally inane questions for girls 10 and up: "Will he or won't he?" and "Is it a date?"

This is hardly the toy store of the '90s that feminists envisioned in the '70s, when the women's movement was in its infancy and all forms of "liberation" seemed possible. By 1990, they assumed, toy supermarkets would be filled with gender-neutral toys. Equality would begin in the nursery, and children would be emancipated from the dolls-are-for-girls, trucks-are-for-boys school of "correct" play. Editors of Ms. magazine even included an article every December on "Toys for Free Children," listing nonsexist toys.

Not all theories become reality. Wandering through the aisles of a toy emporium, a shopper today - at least one whose own offspring long ago outgrew Child World and Toys "R" Us - may be surprised by how little has changed. The division of sex roles, color-coded by gender, seems almost as wide as ever. Stacks of pink boxes for girls compete with mountains of blue boxes for boys.

Consider the aisle labeled "Housekeeping Toys." Kitchen centers, sinks, and ovens typically picture angelic-looking girls with long blond hair, pink dresses, and pinafores. …

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