I can't stop looking at these Lego ads from 1981 over and over again – I love them so much. Why? Because I feel like I don't see this type of dialogue anymore. It feels like toys today are so rarely this gender neutral. It feels like feminism and girl power have been been distorted and morphed in to something disingenuous and opportunistic that resembles Paris Hilton and the Pussy Cat Dolls.
Walking in to a
Toys R Us recently, I was overwhelmed by the oppressive and dominating themes of girls' toys centered around grooming, shopping, cooking, caring for baby and being a provocative Princess. It made me wonder if the deeply sexist world portrayed in Mad Men that I marvel at weekly on HBO is really that distant.
Yes, I too played with Barbies when I was wee and pink certainly played a large role at that impressionable age too, but there were other choices as well. I played with Lego, Star Wars figures, video games, science kits, board games, art supplies, books and had a bicycle and a skate board. And although I did like the idea of having an invisible jet like Wonder Woman, being a "sexy princess" never factored in to my plans.
This dominating "pinkafication" of all things female feels alarmingly regressive and unapologetically sexual. In addition to little girls like
Suri Cruise wearing high-heels, (you can now
buy them for your baby too), everything for moms, teens and young girls alike seems geared towards a more mature, sexed-up, celebrity and material obsessed culture. Even Dora, who should be dressed as her name suggests, as an explorer, has recently veered into
Bratz territory. Tween Dora is now a sexy version of her former self, with longer hair, slender legs, short dress, jewels and ballet slippers – not exactly all-terrain wear.
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