Children are major consumers. Even at a young age they seem to agree with the American standard of "the bigger, the better" and "more stuff will make me happy". There is no need to search far for proof of this. The Toys 'R Us song is very straightforward:
"I don't want to grow up/
I'm a Toys 'R Us kid/
There's a MILLION toys at Toys 'R Us that I can play with!/
MORE bikes, MORE trains, MORE video games/
It's the BIGGEST toy store there is!"
Consumerism is not the only issue at play here (pun intended); because toys and gadgets are introduced at such an early age, they shape and define children's perceptions and identities, specifically gender identities. In Chapter 4 of Identities and Inequalities: Exploring the Intersections of Race, Class, Gender, and Sexuality, titled "Learning Difference: Families, Schools, and Socialization," David M. Newman states, "As part of the process of finding meaning in their social worlds, children actively construct gender... they are like 'gender detectives'..." (p 113). For this case study, I will focus on those toys marketed towards young boys, ages 5-7. In great contrast to those toys marketed towards girls, which tended to be centered on domesticity and dress-up, power, aggression, energy, and toughness are the qualities I found most emphasized in boys' toys. These qualities help boys learn what is expected of them, in terms of "normal" boy behavior; by preschool, and certainly by grade school, boys understand that they have to exemplify masculinity and, above all, "maleness".
Jack is a 5 year-old, white, middle-class boy, who lives in a small neighborhood in Brooklyn, New York. I had a general idea of the gift I wanted to buy for Jack before I committed myself to online shopping. First, it would be preferable if the gift were something Jack still found appealing in another 3 years or so (in other words, the goal was to stay away from "baby-ish" toys that he would hate by the time he turned 7). Secondly, it would be preferable if the gift were something he could enjoy with others but also by himself, as well. Here are a few of my findings, along with an attempt to tease out implications of gender identities.
In fourth place, found on Amazon.com: the Black & Decker Jr. Kid's Power Workshop Workbench and Tools ($130). The word "power" is in the name, and although that is indicative enough, one can analyze this further. As stated on the website, one of the product features is that "it provides little workers with hours of 'constructive' entertainment." It comes equipped with a hammer, screwdriver, bolts, and the like. The Power Workshop can manufacture a whole slew of future handymen and Mr. Fix-Its. Boys are labeled as "workers" (it would be rare to doubt that men "work" as oppose to staying at home) and they have fun by being "constructive" as they build and break to their liking. It would be hard to find anything more "male" than tools.
In third place, found on Target.com: the NFL Team Kid's Recliner ($139.99). Available in over a dozen different team logos, the product description encourages boys to "sit down, relax, and watch the game" in their "fun, kid-size throne for little lovers of the gridiron." Why not have their "little wife" bring them a beer while they are at it? That last part was not included in the product description (it may as well, though). The Team Recliner may not be the most action-packed toy for young boys, but it definitely helps form a specific gender identity. After a hard day of being "constructive", boys can take a load off and enjoy watching sports on television because it is assumed that boys like sports. In his article Boyhood, Organized Sports, and the Construction of Masculinities, Michael A. Messner suggests that for boys "it became 'natural' to equate masculinity with competetion, physical strength, and skills," which are all elements associated with organized sports (p 128). I would venture to guess that this "kid-size throne" would be placed next to the life-size throne of one of the boy's parents, presumably his father. On the topic of boys and their relationship to their fathers, Messner explains, "the fact that introductions to organized sports are often made by fathers who might otherwise be absent or emotionally distant adds a powerful emotional charge..." (p 125). Thus, emotional fulfillment surprisingly coincides, simultaneously, with "maleness".
In second place, found on Toysrus.com: the Power Wheels Kawasaki KFX Ninja Ultimate Terrain Traction ($189.99). According to the product description, it has the "ultimate terrain traction" and "ruts, wet grass, gravel, and mud are no match." It has "sporty styling" and "kids can experience the excitement of real ATV riding." I was pleased to see that the description generalized itself by using the word "kids" rather than "boys". Nevertheless, the description is overflowing with the sentiment of action, energy, and the love of the great outdoors. The picture next to the description shows a young boy astride the vehicle. Even the notion of competition surfaces as the description states that the Kawasaki will not "get stuck where the others do"- the other neighborhoods boys riding around in their less-than-stellar vehicles? The "sporty styling" is important because boys are "supposed" to like sports. The Kawasaki helps create a very specific masculine identity of power, action, and competitiveness.
In first place, found on Amazon.com: the Redneck Life Board Game ($19.99). This is a package deal for a Gender Studies and Pop Culture analysis. It includes gender identities, sexism, stereotypes, and class structures all rolled into one. The product description states that players complete school at the age of 18, because supposedly "rednecks" do not attend college. Next, there is a choice of 11 careers, such as Monster Truck Announcer and Mullet Salon Operator. The "monster truck" and "mullet" are obvious jabs at the stereotype of "rednecks", although the "salon operator" is a tricky area as it is not considered very "masculine" to run a hair salon. For this, I compromised and assumed "operator" could in fact be very "male (as it implies "manager") whereas "hair stylist" would not be. Players journey through Blue Collar Americana, because we can assume that "rednecks" are all working class citizens; teeth are lost through accidents and brawls and the player with the most teeth at the end of the game wins. Players can earn extra money by winning a belching contest ("male") but can lose money if they have to bail their mother out of jail (sexism). I was skeptical as to how such a game could be recommended for 5 year olds and found that the manufacturer's recommended age is 12 and up. However, Amazon.com recommends this game for age 5 and up. Interestingly, this board game was given a 5 out of 5 star review on Amazon.com.
This analysis shows the importance of the role that toys place in forming the idea of gender identities in young children. This idea is one that is socially constructed to begin with and will continue to be socially constructed as the child grows into adulthood. Even though I was surprised by some of the very gender-oriented toys I found in my online shopping experiment, there is still hope when it comes to gender-neutral toys. I settled on an outdoor waterslide for Jack.
Messner, Michael A. Boyhood, Organized Sports, and the Construction of Masculinities
Newman, David M. Identities and Inequalities: Exploring the Intersections of Race, Class, Gender, and Sexuality
www.Amazon.com
www.Target.com
www.Toysrus.com
