The REBELLE PLATINUM Bow and Arrow Set Encourages Girls to Try Archery
Katherine Pendrill — February 17, 2016 — Life-Stages
NERF's new REBELLE PLATINUM bow and arrow set sends a powerful message that femininity and sports are not at odds. While many brands have dropped gendered marketing in an attempt to be more inclusive, the gender-specific approach can still be used in some instances to empower children. In this case, NERF's latest project shows young girls that they can enjoy both sports and traditionally girly designs.
The REBELLE PLATINUM is the result of market research that looked at what girls wanted from a sports action brand. The company found that girls wanted high-performance products that would allow them to think and play differently. As a result, they created a bow and arrow set in strong, feminine colors.
The toy is designed to appeal to a generation of young girls who have grown up watching female heroines such as The Hunger Games' Katniss Everdeen and Brave's Merida showing off their skills with a bow and arrow.
The REBELLE PLATINUM is the result of market research that looked at what girls wanted from a sports action brand. The company found that girls wanted high-performance products that would allow them to think and play differently. As a result, they created a bow and arrow set in strong, feminine colors.
The toy is designed to appeal to a generation of young girls who have grown up watching female heroines such as The Hunger Games' Katniss Everdeen and Brave's Merida showing off their skills with a bow and arrow.
Trend Themes
1. Gender-specific Sporting Goods - There is an opportunity to create more gender-specific sporting goods to empower children and promote inclusivity.
2. Empowering Toys for Girls - Developing empowering toys for girls that provide high-performance options to play differently and break traditional gender barriers is a growing trend.
3. Girly Design in Sports - A rise in sports products designed with traditionally feminine colors and prints is being seen to challenge gender stereotypes and promote fun and inclusivity in sports.
Industry Implications
1. Toy Industry - There is an opportunity to create empowering toys for girls by incorporating high-performance features and gender-specific design in the toy industry.
2. Sporting Goods Industry - The sporting goods industry can benefit from developing more gender-specific products that cater to the needs and wants of young girls who want to participate in sports and play differently.
3. Fashion Industry - The fashion industry could explore the trend of incorporating traditionally girly designs in sporting goods to promote fun and inclusivity and challenge gender stereotypes.
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