This Toy Commercial Focuses on Eliminating Childhood Gender Stereotypes
Ady Floyd — January 18, 2016 — Life-Stages
References: thestable.au & adweek
Food Retailer 'Système U' created this gender neutral toy ad that aims to eliminate the gender-based stereotypes associated with children and playthings. In order to create this ad, the brand launched the '#GenderFreeChristmas' campaign.
The creative team designed a stage filled with all kinds of toys from dolls to drum sets, and then let young children play with whatever they wanted. The results are shown in this commercial, which features boys playing with dolls and girls playing with cars -- among many other gender-bending activities. A photographer joins the children on the stage and snaps images that are presented in Système U's Christmas magazine concept titled "There are no toys for girls or boys. Just toys."
Système U wanted to create this gender neutral toy ad to emphasize the fact that gender shouldn't have a part in what children play with, because it ultimately doesn't matter.
The creative team designed a stage filled with all kinds of toys from dolls to drum sets, and then let young children play with whatever they wanted. The results are shown in this commercial, which features boys playing with dolls and girls playing with cars -- among many other gender-bending activities. A photographer joins the children on the stage and snaps images that are presented in Système U's Christmas magazine concept titled "There are no toys for girls or boys. Just toys."
Système U wanted to create this gender neutral toy ad to emphasize the fact that gender shouldn't have a part in what children play with, because it ultimately doesn't matter.
Trend Themes
1. Gender-neutral Toys - Opportunity for toy manufacturers to create and market gender-neutral toys.
2. Eliminating Gender Stereotypes - Opportunity for companies to promote inclusivity by creating ads that eliminate gender stereotypes in products.
3. Gender-free Campaigns - Opportunity for brands to launch gender-free campaigns to target a wider audience and promote inclusivity.
Industry Implications
1. Toy Manufacturing - Toy manufacturers can create gender-neutral toys to cater to a diverse range of children and promote inclusivity.
2. Retail Advertising - Retail companies can create ad campaigns that eliminate gender stereotypes to promote inclusivity and expand their target audience.
3. Marketing and Advertising - Marketing agencies can collaborate with brands to launch gender-free campaigns to foster inclusivity and diversity in advertising.
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