Mintel gives an insight about UK toyshop Smyths Toys that has released an advert that shows a cartoon boy who is imagining what he would do if transformed into a toy for a day. The advert shows Oscar flying through space as a space rocket, accompanying Chewbacca in the Millennium Falcon and then wearing a pink dress and waving to royal subjects from a castle.
“A number of brands across the globe are attempting to quash the traditional gender stereotypes that inform a lot of products targeted at kids. The fact that this portrayal is included in the ad alongside other imagined scenarios, rather than being highlighted on its own, also shows how the company regards this as not a big deal. Brands need to recognise this shift and keep it in mind when creating products and services for children. Grouping items by interest, rather than sex, may be one way to acknowledge this new reality while still making navigation of stores and websites manageable.”
How do you comment the trend?
Lenght of the part 12.17