Changing the conversation in 2012

Might a party leader attend to the growing dissonance between Westminster rhetoric and the daily rea

Low growth, high unemployment, deeper cuts, falling wages, and a further reduction in the living standards of working families. Just in case you were under any doubt, 2012 is going to feel like one long Groundhog Day, a darker version of its grim predecessor.

There will, of course, be many new twists and turns. But the raw material of the economy-driven news cycle is likely to have a certain haunting familiarity, even if it is far harder to predict the political ramifications and Westminster winners and losers.

Yet the very persistence and severity of the economic situation may start to force previously unmentionable issues and arguments onto the agenda. More of the same might -- just possibly -- prompt something different: that is, a slightly more honest conversation between politicians and the public.

Leading figures in all parties have long been told not to talk about certain issues, or to frame them in particular ways, in order to avoiding having to confront what is judged to be entrenched popular opinion. In relation to housing policy the iron law is to talk exclusively about home ownership, never implying that this will remain out of reach for millions of families. In relation to the long-term future of the jobs market, the received wisdom is to always talk about advanced manufacturing and low-carbon industries as a major source of new high-skilled employment, as well as beacons of a new economic modernity that lies just around the corner. In relation to generational politics, particularly how the pain arising from spending cuts is distributed across different age groups, the rule that must not be broken is never offend the grey vote -- their benefits must be protected above all else.

To a far greater degree than any of the party leaders would like to admit, these are the shared assumptions of today's politics (there are many others). They bind all parties close together at the same time as they move them further apart from growing ranks of the public. In a vibrant political culture, each of these (and other) nostrums would, at the very least, be subject to challenge; some already sound like political edicts from a bygone era.

The reason they persist, of course, is the continuing power given to opinion polls or, more accurately, what politicians often imagine public sentiment to be.

Take housing policy. It is perfectly sensible for someone on a low income to tell a pollster (as 86 per cent of the public do) that they want to own their own home, at the same time as they may be incredulous that no leading politician in Britain speaks on behalf of the swelling ranks who raise families in rented accommodation with little or no security. (The proportion of low to middle income households under 35 privately renting has almost trebled since 1988, so that now 41 per cent are privately renting).

Equally, large swathes of the public will of course say that it would be a good thing if there were more highly-skilled jobs that involved "making something" (even if all the key studies point to continued long-term decline in manufacturing employment) at the same time as they observe that in the town where they live it is low-skilled service sector work that dominates. They may think it would be good for the economy if there was job growth in new industries; but they might also yearn for someone to look like they have a plan for improving the prospects of those in insecure low-paid work.

Or take the question of how the burden of deficit reduction is shared across the generations. The current cross-party consensus (recently ruffled by Nick Clegg) is not much more sophisticated than "older people vote, and there are a growing number of them, so we should therefore be willing to do whatever we can to avoid upsetting them even if it means defending entitlements for more affluent pensioners at the same time as younger people and working families face swinging cuts". Again, it is perfectly possible for at least some middle-class pensioners to state in a focus group that they wouldn't be much pleased with the removal of their winter-fuel allowance, at the same time as they might be profoundly concerned about the diminishing prospects for their children and grand-children. They might, however grumpily, countenance some change in their own position if it helped soften the blow to those younger than them.

All this prompts the question of whether another dismal economic year might see some of these settled assumptions challenged. Might one of the party leaders decide the growing dissonance between Westminster rhetoric and the daily reality of large parts of the electorate is so large that that it is now in their interests to take a risk? Westminster sages from all sides are likely to snort with derision at this: as if political leaders would be seen making a fuss about rented accommodation, or highlighting the inevitability and importance of new retail jobs.

Inertia and conservatism may win out as they often do in contemporary politics. Perhaps, as some pollsters think, our economic position will have to get far worse, for far longer, before politicians decide to take risks with the electorate. But I'm not so sure. As 2012 drags on and people's sense of anger about their prospects intensifies, and with it their frustration with politicians who endlessly empathise about "the squeeze" but have very little practical to say about what to do about it -- indeed, as leading politicians themselves become ever more disillusioned with the inadequacy of their own words -- then the established rules of the game will come under pressure as never before. Is Clegg really going to go carry on feigning support for deeper cuts to working families at the same time as the most affluent pensioners are unscathed? Will yet more wheezes for first-time buyers continue to be presented by all parties as the real answer to the housing problems of families who have as little a prospect of getting to the top of the social housing list as they do raising a deposit to purchase a home?

Here's hoping that amidst the impending gloom of 2012 there are some growing flickers of political candour.

Gavin Kelly is a former adviser to Downing Street and the Treasury. He tweets @GavinJKelly1.

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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