Trouble in Manchester

The RSA's Matthew Taylor on the whispering cabinet minister, an antagonisic local and the train that

Sunday was just one of those days. I was booked to chair a fringe meeting for the New Statesman at lunchtime and so got to Euston in good time for the Manchester train. That’s when it all started to go wrong. The train ‘wasn’t ready’ which, given that Virgin had presumably had since Saturday night to prepare it, was hard to understand.

When we finally did board the train it was chronically overcrowded. There were three announcements from the buffet (or ‘shop’ as it is now called)) one to say it was opening late, another to say it couldn’t take charge or credit cards and a third to say it had closed down due to ‘unforeseen’ problems.

The train then stopped and we were told it would arrive at least an hour late. But at least something was working; the air conditioning in our carriage was set so high that people were scrabbling around in their luggage for woollies.

I arrived in Manchester far too late for my meeting but in time to run to the Piccadilly Sports Bar and watch the last five minutes of my beloved West Brom losing to Aston Villa. Thoroughly grumpy and miserable I walked the streets of Manchester. Eventually I found a pub with the Chelsea v Man United game but distracted by the match I accidentally picked up someone else’s drink at the bar.

As the rather large person in question was remonstrating with me Chelsea equalised an event in which I could immediately tell he somehow felt that I as a Londoner was somehow implicated. I beat a hasty retreat.

Of course, I could have gone to the conference but ever since the Observer printed a tendentious piece two weeks ago suggesting I had been appointed to advise David Cameron I have been getting funny looks from my old comrades.

Eventually it was time for the RSA World at One fringe meeting at the Raddison Hotel. The room was packed and hot and the audience having to be patient as we had pushed back the start time by half an hour to accommodate David Miliband.

Our first speaker was supposed to be Ben Page from IPSOS MORI but for reasons best known to them, the Social Market Foundation had taken his pass and despite my pleadings were utterly indifferent to the fact that he was stuck outside the security cordon with minutes until our meeting.

As the minutes ticked away Ben kept phoning to say the police were getting increasingly suspicious of his story and he was starting to worry about the prospects of a full body search. At this point I snapped, losing my temper with various SMF staff and bellowing (mild) obscenities in front of several rather startled members of the Cabinet.

Eventually I tracked down the pass and Ben and I ran up five flights of stairs to a meeting room so hot that it could only have felt tolerable to anyone who had just stepped of the super cooled 8.36 Euston to Manchester train.

Ben was a star and entertained everyone with his slides showing the contradictory nature of public opinions. I made my short comments. But RSA and WATO staff were frantically waving at me to indicate that the Foreign Secretary was ten, no fifteen, no five, no ten minutes away so I slowed down and extemporised.

After 25 minutes which ranged over my life at the RSA, Number Ten, the Labour Party and Bootham Street Junior School I dried up so we had to move to questions.

Eventually, after very enlightening exchanges about how to canvass in Mitcham, the design of leaflets and engaging with your local park, Mr Miliband showed up looking relaxed and commanding. After he had made a few comments Martha Kearney started to quiz him, presumably aware that we were by now running well over time and that several people were showing signs of heat exhaustion. But the conference delegates have been well briefed so the moment Martha mentioned the leadership issue she got drowned out by a combination of booing and the soft clump of expiring bodies falling to the carpet.

So that WATO could get something to tape for today’s programme there was no choice but to overrun, anyway, we couldn’t get out of the doors until all the people on stretchers had been carried to safety. Suddenly I realised I had fifteen minutes to get the last train back to London. There was no choice but to run. As I sprinted past a Cabinet minister I can’t be sure but I think she murmured ‘that’s right Taylor you can run, but you can’t hide’.

I made it to the station with two minutes to spare. My body was steaming, my shirt was soaked and there was sweat running in rivulets off my forehead as I sat down in the carriage. ‘Ding dong’ went the announcer ‘welcome to the 20.10 to Euston. Unfortunately, due to unforeseen circumstances. the air conditioning will not be working on this journey’.

Matthew Taylor became Chief Executive of the RSA in November 2006. Prior to this appointment, he was Chief Adviser on Political Strategy to the Prime Minister.
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How gendered are this year’s most popular Christmas present toys?

Meet the groups fighting back against the gendering of children’s toys over the festive season.

You’re a young girl. You go into WH Smith’s to pick out a colouring book for Christmas. You could buy the Girls’ World Doodling and Colouring Book, a "gorgeous gift for any girl". In this, the pictures range "from flowers, fans, feathers, to birds, buttons and butterflies". Or Colouring for Girls: Pretty Pictures to Colour and Complete, where you can colour in "beautiful birds, seashells, cupcakes, pretty patterns and lots more". The counterpart Boys’ Colouring Book has a range beyond buttons and feathers: "Planes, trains and automobiles – plus the odd alien spacecraft".

In the run-up to Christmas, this kind of gendered marketing is rife, particularly finding its way into the predominantly pink colour scheme of girls’ toys.

Take Amazon’s page "2016 Toys for Girls": a pink icecream trolly set, a pink light-up tablet, pink building blocks, pink and purple friendship bracelets and so on.

There are several groups taking action against the "pinkification" of children’s toys. One of these is Let Toys Be Toys, a group that targets large supermarkets with the aim of reducing the gendered marketing used on children’s goods.

The Let Toys Be Toys blog focuses on specific examples of targeted gendering within shops, catalgoues and online. A particularly revealing example of how prevalent this has become in recent years is in two pictures published from the Argos catalogue, one from the Seventies, and one from nowadays. The eye-wateringly pink page from now makes the 1970s page look dour by comparison. The lack of change over four decades of what kind of products are marketed at girls is equally striking:

Despite the efforts of campaign groups such as Let Toys Be Toys, the prevalence of gendering within the highest-rated children's gifts for 2016 is staggering.

Look no further than the Ultimate Christmas Gifts Guide from Toys R Us. One of the most immediately obvious examples is the way in which the pink/blue colour schemes are used to market identical products. This is repeated again and again:

This identical drawing board is uniquely packaged to the binary colour codes that are so common within children's toys stores.

The same applies with this keyboard, where the young girl and boy are pictured almost identically, save for the coordination of their clothes to the colour of their toys.

The message is a hugely limiting one: one that allows little movement away from the binary of pink/blue. The effects of this are longstanding. A recent poll from YouGov shows that "only a third of parents approve of boys playing with Barbies". The data goes on to explain that "while most parents approve of girls playing with toys marketed to boys, a minority of adults approve of the opposite".

Images like this were the inspiration behind Let Toys Be Toys, back in 2012. The campaign began on Mumsnet, the forum for parents, on a section called "AIBU", which stands for "Am I Being Unreasonable?". One parent posted the question: "Am I being unreasonable to think that the gendered way that children’s toys are marketed has got completely out of hand?" The heated discussion that followed led to a sub-section with the founding memebers of Let Toys Be Toys.

This aside, Let Toys Be Toys has made signifcant progess since it began. It targets large stores, focusing on gendered signage both in store and online. In their four years, they have campaigned for signs like "girls' toys" and "boys' toys" to be removed from retailers such as Boots, Debenhams, Morrisons, Toys R Us and TK Maxx. It is the go-to hashtag on Twitter for examples of the often shocking gendering of children’s toys.

"This is ostensibly about toys, but what we’re really talking about is gender stereotypes that shape our children’s worlds in an apparently very unassuming way," says Jess Day, a Let Toys Be Toys campaigner. "It seems very innocent, but actually what we’re doing is giving children very clear instructions about how to be a man and how to be a woman."

These clear instructions work beyond colour coordination: where girls are sold the image of the pink "girly girl", for instance. This is evident in children’s fancy dress costumes. Early Learning Centre’s (ELC) children’s fancy dress range imposes very rigid gender roles. To give examples from the current christmas range:


Credit: ELC

Again, the predominant colour sceme is pink. The roles offered are mainly fairies and princessess: generally make-believe.

“I found it really interesting that there were almost no ads showing girls doing anything," comments Day. "Physically they were very passive. The only physical activity we saw girls doing was dancing. They weren't really moving around much."


Image: ELC

By contrast, young boys are offered the possibility of pretending to be a firefighter, a policeman or a doctor, among other practical, professional roles.

This year's Toys R Us Christmas advert follows on from this, with girls mainly dressed as princesses, and boys dressed as knights and kings. Much like the pink/blue colour scheme that we see all over children's shops, these fancy dress costumes create an unnatural binary. They send out a message that restricts any kind of subversion of these two supposedly polar opposites.

What's more, the subtext is one that is deeply rooted in expectations, building up a picture where careers such as that of a policeman and fireman come more naturally to boys, who have been socialised into these roles from childhood through fancy dress costumes of this type. Instead, girls are later forced to learn that most of us aren't going to become princessess, and none of us fairies – and so the slow process begins to unlearn these expectations.

There are certainly groups who try to counteract this. Manufacturers such as the toy brand IamElemental aims to break down the gendered distinctions between boys' toys and girls' toys, by creating female action figures.

“We always say that we are not anti-doll or anti-princess, but that if you give a girl a different toy, she will tell a different story," says Julie Kershaw, a member of the organisation. "As the mom of two boys, I always say that it’s just as important to put a strong healthy female action figure in a boy’s hand as it is a girl’s”.

Like the campaigners behind Let Toys Be Toys, IamElemental sees children’s toys as the starting point.

“We want kids – both girls and boys  – to internalise these messages early and often,” says Kershaw. “While there are certainly biological differences between girls and boys, gender-specific toys are not a biologically dictated truth. Toys are not “for girls” or “for boys”  – toys are for play; for exploration and creative expression.”

This attitude is ingrained in a child’s early years. Only through reconfiguring the gender sterotypes of the toys we buy for our children can we begin to break down their expectations of how to behave in age. We challenge you this Christmas to avoid these highly gendered products. Below are our three favourite Christmas presents for children this year, for girls AND boys, as approved by Let Toys Be Toys:

Mini Table Tennis (£7.99)


From: The Little Toy Box

Djeco Intro to Origami - Animals (£3.99)

From: Rachel's Toy Shop

Seedling Make Your Own Dino Softie! - Dino(sew)or Kit (£5)


From: Gifts For Little Ones