Girl and Boy Toys CAN Play Together According to...Chevy?

I've got to be honest. I'm not particularly a fan of big trucks. It probably wouldn't shock anyone who knows me to say that if I had my choice of vehicle, it wouldn't be an F150 double cab with all the fixins. Nope. I'm for zippy or sporty and good on gas. Having said that, I am an avid commercial watcher, especially ones that speak to gender and involve children. While I'm no ad executive, I think it's safe to say that most truck commercials are marketed toward the male persuasion--you know, the ads are always about being tough and gritty and are typically aired during Sunday football games. Because real men drive trucks, right? (And they certainly would never touch quiche!) But then I saw this commercial from Chevrolet for their Silverado model entitled, "Like Father, Like Son":

There are many interesting points to be made about this ad. First of all, the tagline is very clever. "Chevy Runs Deep" allows for some subliminal meaning and depth particularly in this context. It reminds us of the phrase, "emotions run deep," only the word "emotion" is replaced with "Chevy" allowing for the connection between the two. It seems to me that they have done a good job depicting a father/son relationship and the emotional bond between them. We see how the son's "play" parellels the father's day. The surprised look of joy on the little boy's face as the toys are suddenly dropped upon the realization that "Dad is home" provides that heart tug. (My daughter does the same exact thing-- only she usually squeals.) 

But the father/son thing has been done before in ads. What's different about this is that it takes us on a journey we're not used to seeing with boys. In this commercial, we see a little boy, probably around six-years-old, playing with his big truck, while we get a glimpse of an array of toys that run the gamut from Monkeys In a Barrel to Mr. Potato Head. He is guiding his truck through the maze of toys pretending that he has just left work, saying to the guys, "Great job team!" and "I'm heading home." Along the way home, he encounters a host of obstacles which include his very complacent dog. Within seconds we get a glimpse of the entire terrain. We see that the "home" he refers to is a dollhouse. Then we see a flash of--OMG--PINK, as he hitches what looks like a Barbie trailer to the truck. He passes a cute doll asking her, "You need some help, m'am?" to which she says, "Oh, thank you!" Finally, he arrives at the house where, waiting for him outside, is his wife (who does not appear to have been baking cookies all day)--a Lara Croft Tomb Raider action figure--who says, "Hey Honey, glad you're home."

Not your typical mom

The second I saw this commercial--I thought, "Well, this is different." I don't have any doubt that the creative team for Chevrolet's ad agency really thought about gender when putting this commercial together. They had to know that they were taking a risk by showing a boy playing with "girl" toys--especially given their target market. Reading some of the comments under the video on YouTube support this. One of the first comments was: "What the hell is wrong with that kid? Boys don't play house, not alone at least. When little boys play with cars, those cars fly. When little boys play with dolls, those dolls generally break through walls and stuff. I'm pretty sure this kid will grow socially awkward...kid that cuts himself. He will drive that Chevy off a bridge." Nice, huh? Shows you the mindset that thinks that by introducing pink to a boy, for instance, you'll "turn him gay." But this is often the response when kids, especially boys, are shown doing something that seems counter to what is considered "normal" gender behavior. Remember the J. Crew ad in which a mom is seen painting her son's toenails pink that took to the airwaves likes a tsunami?

I posted the Chevy video on my FB page as an example of a company thinking outside of the standard gender box. Although many really liked it, there were some who thought either it didn't go far enough in terms of breaking down gender stereotypes, or that it was still adhering to traditional images with regards to girls and women. For instance, the insertion of standard go-to females such as the cute little doll who needs help from the strong man, the wife (who is scantily clad) waiting for the husband to come home, were perceived as negative images...but I think these are small issues compared to the more progressive aspect of showing a young boy mixing up his toys. Some companies have tried, like the Tide commercial that features a prim and proper mother who seems a bit ambivalent toward her rough and tumble daughter, but missed the mark on the gender front. Conversely, Chevy offers something authentic with this ad. 

Nonetheless, I do believe that the underlying message and unorthodox inclusion of pink and dolls outweighs the criticism. Let's remember, the ad is selling trucks to mostly grown men. But don't adults need to see this kind of gender bending just as much as kids? Of one thing I'm certain: Chevy certainly did not have to go this route. Of course, the commercial is not earth shattering in terms of busting stereotypes, but the ad could have simply shown a boy playing with all of his very tough and gritty toys--or perhaps the boy might have shown a rougher side by casting aside the more girly toys. And you can see that this young boy is actually very sweet. Now, if we could get toy companies to take this route and show kids playing with a variety of toys--perhaps girls in race car commercials, or boys in Easy Bake Oven ads--we'd be getting somewhere. But for now, I'll take Chevy's small step, because it does exhibit progress and who knows? Maybe others will take notice and follow suit. After all, small steps are how big change is made.

GIRLS ARE IMPORTANT

by Michele Yulo

There are many wonderful organizations that work to improve the lives of women and girls around the world, but I think that, often, as individuals we ask, "What can I do? I'm just one person." It's easy to feel helpless when it comes to these overwhelming issues that require tremendous resources. And so you might also ask yourself: "If I want to help by making a donation, how do I decide which charity?" or, "If I want to focus on service, how do I decide which way is best for me?" 

Sometimes, it takes a spark of inspiration--that one little thing that moves you to action. A few months ago, I posted this picture on my Facebook page that I had shared from SHARE.org's Facebook page. Underneath the picture was written, very simply: "I am a girl. I am important." I was so emotionally struck by the photo of a smiling, seemingly happy, young girl with a beautiful bright smile. But the words had a greater impact. "I am a girl. I am important." To me, this sentiment is at the very core of what has become a global imperative to raise girls up out of extreme situations that not only negatively impact girls and women, but everyone around them. The very fact that it needs to be said is somewhat disheartening, but the message must be recognized and rallied around in order to create the change that is desperately needed to make the world a better place. After seeing this photo, I knew I wanted to do something.

SHARE was founded by an amazing young woman named Shannon McNamara. SHARE stands for Shannon's After-school Reading Exchange. She and her organization are doing incredible things in parts of Africa to empower girls, and all children, by providing reading programs, books, and libraries to communities that lack these necessary links to education--especially for girls. Here is Shannon on the Nate Berkus show speaking about her experiences and why she felt the need to create SHARE.

Sadly, around the world, girls are undervalued, underestimated, uneducated, used, abused, and ignored. Research shows that the plight of girls is directly linked to many of the world's problems like hunger, economic disparity, and disease. Inevitably, helping girls and women in various ways can have a tremendously positive impact; one way to do this is through efforts to improve education.

Indeed, education is one of the keys that can unlock the lives of girls everywhere and bring prosperity and improvement to many global communities. Hillary Clinton, speaking at UNESCO's Global Partnership for Girls' and Women's Education last May, said "...we know opening the doors of education to women and girls is not just the right thing to do; it is also the smart thing as well. The evidence shows conclusively that even one extra year of schooling leads to significantly higher wages for women and girls, which allows them to lift up themselves, their families, and contribute to their communities and countries."

I am an avid reader of Nicholas Kristof, of the NY Times, who writes frequently on the plight of girls and women in parts of the world that many of us have never been to. He relays gut-wrenching true stories of young girls who have experienced things that are just unimaginable. Through his columns, we also learn about girls who are incredibly strong and willing to undergo extreme hardship, often just to learn. An article in the NY Times called "The Women's Crusade" speaks to some of these stories of women who have endured horrifying situations only to rise up and make their situations better. Based on the book Half the Sky: Turning Oppression into Opportunity for Women Worldwide by Kristof and Sheryl WuDunn, the article opens by saying that "[t]here’s a growing recognition among everyone from the World Bank to the U.S. military’s Joint Chiefs of Staff to aid organizations like CARE that focusing on women and girls is the most effective way to fight global poverty and extremism. That’s why foreign aid is increasingly directed to women. The world is awakening to a powerful truth: Women and girls aren’t the problem; they’re the solution." [my italics]

So, this is my contribution, inspired by a smiling little girl in Africa--a t-shirt bearing the message "Girls Are Important" that can be worn by everyone; and from which a portion from the sale of each shirt will be going directly to SHARE, so that they can continue their good work. I am hopeful that even this small effort can make a difference and allow others to feel that they are helping as well. Because, as Laurie Mazur says, in her article, "Of Rights and Resilience: Why Women’s Rights are Key to Thriving in the Age of the 'Black Swan,'” "...no nation can afford to squander half of its human capital." Princess Free Zone wants to be part of a movement that makes sure that doesn't happen. And, while we shouldn't even have to say it, until all girls are treated as important--until we can be sure that all girls enjoy basic human rights and are treated with equal respect--the message must continue. Because girls are important. To everyone, everywhere.

Click here to purchase the "Girls Are Important" t-shirt or click on the link under "Shop"

If You Give a Girl a Tool Belt

by Michele Yulo

My daughter and her tool beltMy character, Lula, ready to build

IF YOU GIVE A GIRL A TOOL BELT

She will learn what each tool does.

She will learn to take things apart.

She will learn to build.

She will learn to fix.

She will learn how to measure.

She will understand how things work.

She will know that she is capable.

She will be empowered.

She will dream bigger.

My daughter has had her own tool belt since she was three and a half years old. She demanded a real one made of leather. We brought her to Home Depot and let her pick one out. It was way too big for her little body, but we got it for her and adjusted it to fit. When she first started wearing it, the hammer hung down to her knee making it difficult to walk. She didn’t care.

On many days, she says, “I want to build something.” Then she and my husband, who is a carpenter, head to the garage, set up the sawhorse, grab a plank of wood that is always available, and go to work. This last time, she helped to build a shelf for our music studio. She chose the color stain and stained it.

In my opinion, this is one simple way to provide girls with broader interests and skills that can serve them throughout their lives. It doesn't seem a stretch to say that, perhaps, if we encourage girls to tinker from a young age, we might see the problem with a lack of women in STEM careers begin to dissipate. I do know this: I wish someone had given me a tool belt when I was little.

Is It Real or A Saturday Night Live Skit?

by Michele Yulo

Someone sent me this video. It's a Saturday Night Live skit from 1997 doing what it does best--parody something that is utterly ridiculous and inane. In this case, it is making fun of the way that little girls are marketed to. 

The girled-up chess set has pieces that are adorned in gowns (that open up to reveal a bathing suit for those quick trips to the beach!), the queen has a long, blond, braided ponytail and, of course, there is an abundance of accessories including a van and a baby. As I sat there howling, my daughter, who was also watching, seemed confused. She asked, very seriously, "is it real?" Well...

Unfortunately, the hilarity of the sketch does not outweigh the sad truth, which is that companies think girls cannot be interested in a toy, game, or doll unless it is pinkified, glitzed, coated with sparkles, and entails puppies, cupcakes, or princesses. The SNL sketch was from 1997--perhaps they didn't know how bad things would be in 2012. I wouldn't be surprised if there were a chess set like this on the market at some point. Oops...

Girls Can Battle and Boys Can Bake

By Michele Yulo

When you have a little girl, like I do, who does not like typical girl stuff, but instead longs to have all the Star Wars sabers, Matchbox cars, superhero costumes, and every other "boy" toy she can get her hands on, you gain perspective much like a sixth sense. Once that sense is activated, you never see things the same. It's as if a veil is lifted and suddenly you are privy to just how much specific gender identification drives the various children's industries--clothing, toys, videos, etc. Prior to this, you are like a hypnotized subject who is told, "when you see pink, you will see female," and, "when you see blue, you will think of boys." We have been made to believe this is just a natural expression of each gender. Of course, it is not. But when is someone going to clap their hands so we can snap out of it?

What irks me the most is how easy it would be for companies to make very small changes that would allow kids (and adults) to see that there is no such thing as a "girl" or a "boy" toy. For instance, my six-year-old daughter decided to buy an Air Racer X car. It is a remote control hi-tech car that works from an app that can be downloaded to any Android or iPhone. The app allows the phone to become the steering device. Pretty cool, huh? She thought so--and decided that was what she wanted to buy with some of the Christmas money she'd received. I went online to check out their site and found this video that shows two boys playing with the cars. As my daughter and I watched, I wondered why they simply could not include a girl in the video. I thought about my daughter who constantly sees only boys in commercials and ads playing with the toys that she often plays with. I've often wondered what effect this has on her in terms of how she places herself in a world that tells her she is excluded from such play. According to all that she sees, she should, instead, be playing with something like the Easy Bake Oven. This becomes clear when you see the commercial which consists of six young girls dressed in pink shirts with pink aprons dancing and being cutesy while having fun happily baking cookies as their approving mother (also in pink) looks on.

Even the Easy Bake Oven itself is pink--let's face it, no boy is going to want to play with a pink oven. We have made sure of that. 

Take a look at commercials for Bakugan and Lego Ninjago--both of which my daughter owns. Not a girl present in either. Not one!

And the latest brouhaha over Lego's latest decision to appeal to girls by adding girly mini-figs (short for mini-figures) in a host of overtly feminine options like building a hair salon just shows that we are simply traveling deeper and deeper into a land in which there is a severe line drawn between boys and girls. [While Lego continues to say that their products have always been available to girls, they have openly admitted that they have only marketed them to boys.] 

Even science kits for kids have become separated by gender. I think this is one of the saddest examples of gender stereotyping out there. The one for girls is called the "Spa Science Kit" and focuses on those things that supposedly interest girls...you know, like perfumes, and oatmeal masks, and bath gel--because this is the only way to get girls interested in science. Janet Stemwedel, a blogger for Scientific American, put it best in her article, "Some reasons gendered science kits may be counterproductive". She says, "Here, the folks marketing science kits for girls are making the assumption that all girls are the same. Assuming that young females are a monolithic group — especially one whose interests you perceive to be so narrow — means you are bound to alienate the girls who don’t fit your stereotype."

However, not only is all of this marketing problematic because it assumes sweeping generalizations about boys and girls, but because it ultimately affects how children interact with each other. My daughter has often been asked why she likes to play with boy things and has caused her, at times, to question her identity--all because she'd rather dress as a fireman than a princess. This is what we are doing to children.  

Company's marketing departments and ad agencies want us to believe that boys battle and build and girls bake cookies and make soap. But my little girl prefers to battle and build. And I know for a fact that there are plenty of other kids out there who defy these stereotypes because all girls and all boys are not the same. I just cannot believe there isn't a single person at any of these companies who doesn't think that a girl might want to race a car or a boy use an oven. Is it too much to ask that they simply insert a boy in a baby doll commercial and a girl in a Bakugan or Lego commercial? I want my daughter, and other girls, to see themselves playing right alongside the boys. The same goes for boys who should see themselves happily baking right alongside the girls. There is no reason I can come up with that this can't and shouldn't happen. Even the idea that profit has been the motivating factor behind gendered marketing doesn't seem like an impediment. The only difference would be in how sales are distributed; it wouldn't necessarily have to mean less in terms of profit.

Perhaps the most recent phenom, Riley (who by now you've probably seen many times), the little girl who angrily rants about how companies just don't understand that girls can like superheroes and boys can like princesses, will actually have some affect--maybe it will break the hypnotic spell we're under as a society. Because there's absolutely no reason for it and no reason we can't change it. We just need to snap out of it.