Miles of Aisles of Sexism

In the article, “Miles of Aisles of Sexism” by Sudie Hofman we are given many examples of gender inequality displayed in the toy store aisles. There are many subliminal messages being sent to children in toy’s advertisements, packaging, and positioning of toys in the shopping aisles. There is a major influence on gender roles if you look with a close lens as you browse through toy stores. The contrast between both the “boy” and “girl” aisles are significantly concerning.





In the “girl” aisles you will notice many pastel colors of pinks, purples and sparkling glitter packing. Many of these toys imply what the ideal girl/female “should” look like. Some even influence the concept of beauty being powerful with beauty products. Such as toys mirrors, combs, brushes, nail kits, etc. With a focus on beauty, Hofman provides a great example of ideal size/weight, “The shelves are overflowing with Mattel Barbies and endless paraphernalia, including Barbie’s scale, set at one weight: 110 pounds” (Hofman.204) In addition to the product that influence young girls appearances, the packaging of these toys also promote a fantasy-land through messaging. Many packages in these aisles promoted ideas of “princesses,” “fairies,” “wishes,” and “dreams.” All of which are messages contributing to what is expected of young girls to do (i.e. wish) and become. (i.e. princess)





The “girl” aisles also influence a female's “role” in society. Hofman provides an example stating, “After getting the guy, by playing Milton Bradley’s Mystery Date or through sheer vanity and competition, the girls get the brooms, mops, vacuums, diapers, and plastic food. And they are smiling in every packaging photo.” (Hofman.204-205) These toys clearly suggest that women should do the cleaning, and cooking in the household. They also display girls on the packaging, but the boys on the other hand are entirely absent from the advertisements of these items. This implies that household chores are just a female’s role.





In contrast, in the “boy” aisle there are mainly colors of blues and greens. While the female’s focus is on beauty, housework, and becoming a princess, males on the other hand are being advertised the ideas of lethal weapons, assault, and higher level thinking. Many of the packing of these toys found promotional messages of “bashing,” “kicking,” “deadly,” and “assault.” In addition to having the “power” males are also influenced to “intelligence.” In only the “boy” aisle were there board games, word games and science kits. The images of these games and activities feature only images of males. Hofman states, “The power of labor inequalities in homes and work places- and damaging messages sent to boys about their roles in society- are often shaped and defined in the types of toys that are mindlessly thrown in the shopping cart.” (Hofman. 208) Who would think we are shaping young minds by simply taking a child into the toy aisle?