Letting toys be toys is harder than you think

Targeting gender marketing in toys is a worthy battle. Children like my son know what pinkness and blueness mean, and they fear a life without the correct marker.

This weekend my eldest son had a birthday party. The first present he received was handed over by a shame-faced mother, who apologised profusely for the fact that the wrapping paper was a bright shade of fuchsia. This paper was all she had left, she said. After all, she only had girls. The need for blue paper didn’t usually arise.

Of course, this mother was right to expect my son not to like pink; he hates it. He has learned to do so, moving first from liking, then to not liking, then to outright revulsion. Green used to be his favourite colour but now it is blue. There is nothing in-between, just blue and pink. Nothing else, no other colour, merits the slightest response.

Sexism-by-shorthand is insidious. Children like my son know what pinkness and blueness mean, and they learn to fear a life without the correct marker. To them, the wrong colour has to come to mean the wrong self. You are either a pink girl or a blue boy. Anything else is not difference but failure.

It’s hard to measure the precise impact that this has on children’s lives. We know that stereotype threat can seriously restrict a child’s range of interests and potential. We know that the qualities associated with pinkness push girls towards a passive, decorative role, while blue qualities are more aligned with aggression and violence. We know that when a girl reaches adulthood, a pink role – a life of caring, being pretty, waiting to be rescued – doesn’t really pay, while the true blue standards of manliness frequently collapse in on themselves into a much-vaunted “crisis of masculinity”. We know that all this is arbitrary, and that not too long ago pink was for boys, blue for girls.We know all of this, but it’s hard to put a figure on the damage. It’s just something we’ve allowed to happen because … well, it never feels quite as harmful as it is. Pink, blue, boy, girl, they’re just colours, just words.

One group who have been challenging our acceptance of this gendered worldview is Let Toys Be Toys. Their campaign originates from a thread on Mumsnet and yes, I know how that might sound to some – more middle-class mummy feminism, focussed on the trivial. But gender stereotyping isn’t trivial. It affects everyone, altering relationships, self-esteem and opportunities. Whether we get the pink/blue messages from parents, employers, teachers or toys, they still hold us back.

The reach and engagement of the Let Toys Be Toys campaign has been broad. A petition aimed at retailers has led Tesco, Boots, Sainsbury’s and TK Maxx to agree to take down ‘girls’ and ‘boys’ signage for toys. More recently they’ve met with Toys R Us UK board members, who have agreed to draw up a set of principles leading to the long-term removal of “explicit references to gender” in their toy marketing.

I think this is brilliant news. It suggests that the old-style gender essentialism which has, in recent years, been rebranded as science and/or harmless fun isn’t convincing people any more. And if the decision made by Toys R Us is based more on finances than morals, then perhaps sexism no longer sells. Gender-neutral toy marketing – once the preserve of posh boutique toy shops selling ultra-expensive Noah’s arks – has finally gone mainstream. Hooray for that! Nevertheless, we’ve still a long way to go.

Retailers can commit to removing explicit references to gender – but what about all the implicit ones? Removing the categories “for girls” and “for boys” is important, as is including a mix of children playing with different toys in catalogue illustrations. Nonetheless, without further changes made by retailers, advertisers and manufacturers, we will still know which toys are meant for whom.

We don’t have to use words. Colours and categories are enough. We all know that, as long as domestic or family play is seen as distinct from work play, there will be girls’ aisles and boys’ aisles. Truly imaginative play, whether it’s based in real life or in fantasy, remains a long way off.

The sad thing is, given half the chance, children are far better at mixing things up than we are. Why shouldn’t Luke Skywalker visit the Sindy hospital? Isn’t that the best place for someone who’s just had his hand cut off by Darth Vader? And if you’re going to play houses, it’s frankly irresponsible not to at least have the option of playing emergency services too (who hasn’t left the imaginary iron on once or twice?). Life is not compartmentalised into pink and blue; the active mixes with the passive, the public with the domestic. Children are more than capable of engaging with this creatively, at least until we teach them not to.

In case you are wondering, my son was not bothered by his pink wrapping paper. This may be because an enormous tantrum over the party guests “not singing happy birthday properly”  meant very little attention was paid to presents at all. Alas, such full-on, in-your-face outbursts transcend all gender boundaries. Let’s hope that in future we don’t have to go to such extremes in order to disregard definitions that are harmful, dull and utterly disrespectful of who we all are.

The Let Toys Be Toys campaign recently met with Toys 'R' Us UK board members. Image: Getty

Glosswitch is a feminist mother of three who works in publishing.

Photo: Getty
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Brexit could destroy our NHS – and it would be the government's own fault

Without EU citizens, the health service will be short of 20,000 nurses in a decade.

Aneurin Bevan once said: "Illness is neither an indulgence for which people have to pay, nor an offence for which they should be penalised, but a misfortune, the cost of which should be shared by the community."

And so, in 1948, the National Health Service was established. But today, the service itself seems to be on life support and stumbling towards a final and fatal collapse.

It is no secret that for years the NHS has been neglected and underfunded by the government. But Brexit is doing the NHS no favours either.

In addition to the promise of £350m to our NHS every week, Brexit campaigners shamefully portrayed immigrants, in many ways, as as a burden. This is quite simply not the case, as statistics have shown how Britain has benefited quite significantly from mass EU migration. The NHS, again, profited from large swathes of European recruitment.

We are already suffering an overwhelming downturn in staffing applications from EU/EAA countries due to the uncertainty that Brexit is already causing. If the migration of nurses from EEA countries stopped completely, the Department of Health predicts the UK would have a shortage of 20,000 nurses by 2025/26. Some hospitals have significantly larger numbers of EU workers than others, such as Royal Brompton in London, where one in five workers is from the EU/EAA. How will this be accounted for? 

Britain’s solid pharmaceutical industry – which plays an integral part in the NHS and our everyday lives – is also at risk from Brexit.

London is the current home of the highly prized EU regulatory body, the European Medicine Agency, which was won by John Major in 1994 after the ratification of the Maastricht Treaty.

The EMA is tasked with ensuring that all medicines available on the EU market are safe, effective and of high quality. The UK’s relationship with the EMA is unquestionably vital to the functioning of the NHS.

As well as delivering 900 highly skilled jobs of its own, the EMA is associated with 1,299 QPPV’s (qualified person for pharmacovigilance). Various subcontractors, research organisations and drug companies have settled in London to be close to the regulatory process.

The government may not be able to prevent the removal of the EMA, but it is entirely in its power to retain EU medical staff. 

Yet Theresa May has failed to reassure EU citizens, with her offer to them falling short of continuation of rights. Is it any wonder that 47 per cent of highly skilled workers from the EU are considering leaving the UK in the next five years?

During the election, May failed to declare how she plans to increase the number of future homegrown nurses or how she will protect our current brilliant crop of European nurses – amounting to around 30,000 roles.

A compromise in the form of an EFTA arrangement would lessen the damage Brexit is going to cause to every single facet of our NHS. Yet the government's rhetoric going into the election was "no deal is better than a bad deal". 

Whatever is negotiated with the EU over the coming years, the NHS faces an uncertain and perilous future. The government needs to act now, before the larger inevitable disruptions of Brexit kick in, if it is to restore stability and efficiency to the health service.

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