Back to School Sexism

The sexism in products for children is unbelievable and after a few weeks of doing the school shopping for my 4 year old I now feel like I am back in the 50s. It’ s like a whole new world has opened up to me with loads products targeted at 4 year old kids pigeonholed by gender.  This is done through color and advertisement that is either active or passive. And there is no way around it because these are products you need for school.

Pink is for girls, blue is for boys. Comfortable active shoes are for boys and dressy shoes and boots are for girls. Waterproof coats that say “active kid” are for boys and the more fluffy ones that get easily soaked say “hello kitty” (don't even get me started on hello kitty!) and are for girls. Right?

How did we come to this in the 21^st century in a country such as the UK, which prides itself on freedoms and human rights? How many freedoms and rights have we achieved if all mainstream shops have products for active boys and pretty girls?  I think the UK public should not that it’s not like this everywhere in Europe. Nordic countries such as Norway and Sweden are excellent at designing products for children that are not political statements in pink or blue, but are just that – clothes, shoes, and toys for children.

Human rights, gender mainstreaming, and common sense is not something the marketing team at Clarks had in mind when they were designing posters with boys being active or next to active objects like bikes and scooters, and skateboards, and girls in more passive environments chatting next to a snack bar. What are their shoe designers thinking designing so many options of active sturdy shoes for boys and a load of pink and black dressy shoes for girls? That the boys will be out and about playing football and the girls will be staying pretty playing mum? 

We do not have to accept this as mainstream. Genderless wellies, shoes, raincoats, lunch bags and water bottles designed for active curious children regardless of gender should be the mainstream. My 4 year old should not be made to feel awkward when being told that the funky “police” wellies she is trying on are for boys because they are in the boy’s section.

Ultimately there was something positive about this experience because I had to have a conversation with her about wearing what feels comfortable and good and not what others think is for boys or girls. She said “Mummy, hundreds of years ago things in shops used to be for everybody not separately for boys and girls, remember?”  

Yes my dear, I remember. That time is tomorrow and we can make it happen.