Tuesday, July 27, 2010

What century are the Early Learning Centre living in?

Well, I was actually feeling quite mellow and cheery, having just written a blogpost meandering down memory lane which you will read at a later date.

Then I looked at Jennie's blog, because I always hang on her every word and what I saw there made me very angry indeed.

She pointed out this on the Early Learning Centre website. It's their dressing up outfit page.


For the little princess in the family we have great feminine outfits like Butterfly Fairy, Sleeping Beauty, Ballerina and Nurse’s uniform. Why not add a medical case for that extra touch of authenticity.
The boys are catered for too, with great Doctor, Policeman & Fireman uniforms, not to mention fantastic Pirate and Knight costumes

Who the mucky duck (rhyming slang, don't you know) do the Early Learning Centre think they are marketing their dressing up outfits in such an appallingly outdated and misogynistic way?

Conditioning 3 year olds into thinking that girls are nurses and boys are doctors is an absolute outrage. I kind of thought we'd moved on.

How very dare they try to limit the ambitions of girls and the expectations of boys who are barely out of nappies?

I showed it to Anna who commented that that "wasn't very nice." Although she does like cuddly, pink and sparkly things, she also loves Doctor Who, planets and dinosaurs.

If you are similarly outraged, please complain to them here. Please also join me in refusing to buy anything from them until they change that wording.


Jennie Rigg said...

Thank you for boosting the signal.

Mr Eugenides said...

Oh, for goodness' sake...

Mary Reid said...

Absolutely right, Caron and Jennie.

Some 25 years ago I complained to Lego that they only showed boys on the boxes, and they came back with some lame excuse about following the market. It's about time toy manufacturers and retailers understood the extent to which they shape the market.

Lego did go on to create a range aimed at girls - all homes and babies - but eventually they got it right with a mixture.

I notice that Playmobile also try to appeal to all interests and generally in a way that 'permits' both boys and girls to use any of the ranges.

What we don't see is any really positive encouragement on the packaging and in adverts to sell adventure stuff to girls and homey stuff to boys.


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