{"id":70397,"date":"2013-09-09T13:20:16","date_gmt":"2013-09-09T13:20:16","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/marketing-children-gender\/"},"modified":"2013-09-09T13:20:16","modified_gmt":"2013-09-09T13:20:16","slug":"marketing-children-gender","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/marketing-children-gender\/","title":{"rendered":"Marketing for children, not genders"},"content":{"rendered":"

Toys R Us has announced plans to stop the gender-focused marketing of its children\u2019s toys, under pressure from consumer group Let Toys Be Toys[1]<\/a>. The organisation will no longer directly position toys for boys or girls, to avoid encouraging them to develop according to gender stereotypes.
\nEnter the average toyshop and you\u2019ll quickly notice a divide: toys are arranged in different sections for boys and girls. If these aren\u2019t labeled explicitly, they\u2019re distinguished by colour: typically blue, red and black for boys, with pink and white sections for girls.
\nWithin the boys\u2019 section you\u2019ll find miniature cars and action figures, while dolls populate the girls\u2019 section, alongside play areas like a \u2018Disney Princess Kitchen\u2019[2]<\/a>.
\nThe copywriting<\/a> that promotes these toys is also often directly tailored to boys or girls. Adding \u2018Disney Princess\u2019 to the title of the kitchen positions it for girls, while action figures are commonly promoted with descriptions like: \u2018perfect for fun-loving boys\u2019.
\nGood copywriting always has an audience in mind, and it\u2019s vital to ensure that your copy appeals to the target market. But being gender-specific is now seen as an old fashioned approach \u2013 indeed it excludes a large number of children who could be interested in your product.
\nRather than specifically mentioning that a toy is aimed at a certain gender, or dividing a store or website into boys and girls sections, companies like Toys R Us are now focusing on the interests of children instead. A superhero action figure is likely to appeal to kids who know the character, and a toy motorbike might be preferred by an energetic child, or one whose parent rides a larger version. Both can be enjoyed by either gender, and the marketing of such toys is adapting to reflect this.
\nWe always have our client\u2019s target audience in mind when copywriting \u2013 whether it\u2019s the parents of a young child, or an executive in a specific industry \u2013 and we\u2019re delighted to see organisations targeting by interest, rather than gender. If you are interested in copywriting to promote your products or services, please get in touch<\/a>.
\n <\/p>\n

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\n[1]<\/a>http:\/\/www.thedrum.com\/news\/2013\/09\/07\/toys-r-us-cease-gender-focused-marketing\n<\/div>\n
\n[2]<\/a>http:\/\/www.toysrus.co.uk\/Toys-R-Us\/Toys\/Role-Play\/Disney-Princess-Kitchen(0034404)?searchPosition=6\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Toys R Us has announced plans to stop the gender-focused marketing of its children\u2019s toys, under pressure from consumer group Let Toys Be Toys[1]. The organisation will no longer directly position toys for boys or girls, to avoid encouraging them to develop according to gender stereotypes. Enter the average toyshop and you\u2019ll quickly notice a […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70397","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"\nMarketing for children, not genders - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/marketing-children-gender\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing for children, not genders - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Toys R Us has announced plans to stop the gender-focused marketing of its children\u2019s toys, under pressure from consumer group Let Toys Be Toys[1]. 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