Chang Lao's Blog

While growing up as children we all followed many typical gender stereotypes. Girls would play with their EasyBake Ovens, Barbies, or My Little Ponies while boys had Legos, action figures, Nerf guns, and many more. It would be strange to see a boy baking, or a girl bashing two action figurines together mercilessly.

However, as we grow older and as society changes we see this gap between the two genders starting to fade. Jobs that were typically associated with one gender are becoming more neutral as societies start to change; these changes should be reflected in the toy industry as well. Men, unsurprisingly, dominate the executive boards for many toy companies. However, studies show that companies do improve when more women are in top executive positions. This is not suggesting that women do better in business, but is highlighting a need for balance. Both men and women provide different inputs and perspectives, allowing more potential problems or opportunities to be addressed accordingly.

Hasbro’s gender neutral Easybake Oven (Photo: Business Wire)

Promoting gender neutrality is also a great marketing strategy. One example would be Hasbro’s decision to create EasyBake Ovens using a more neutral colour, rather than the signature pink colour that was previously used. This change has been applauded by the community, creating more awareness through the media and increased sales as boys are now a potential buyer as well.

By including both men AND women in decision-making positions, the toy industry, as well as many other industries, can strive to meet the needs of our current society.