The Advertising of Toys. Considerations on the lack of values and contribution to gender inequality

• Main Author: Carmen Pereira Domínguez
• Format: Article
• Language: English
• Published: University of Bologna 2009-07-01
• Series: Ricerche di Pedagogia e Didattica
• Online Access: http://rpd.unibo.it/article/view/1703

The toy has always existed. To state that it is ageless presupposes a sentimental regret typical of the adult who denies the inevitable gradual disappearance of the child within us. However it is expedient to take note of how, year after year, our society is losing the fundamental essence of what an object gives us. The essence which we refer to is imagination. It is through imagination that fantasy, enjoyment and perhaps ephemeral happiness are born. The toy has undergone a long journey on its way to the present: from stone figures, rough homemade wooden forms, scraps or lines traced on a surface which have become the attractive and simple pastime that we nowadays call board games. In this document we set out to analyse the major advertising catalogues from 2006 and 2007 paying particular attention to those pertaining to Christmas advertising campaigns. We consider the different types of toys and their potential market, along with the images, messages, slogans, colours and prices. The paper concludes by identifying stereotypes, roles and division of household tasks, drawing out the clearly consumer driven intentions of companies operating in the toy sector.