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Love


Parents take heed. .
             Children's familiarity with the workings of corporate America through the toy industry is not the only rather disturbing finding when one is investigating the affects of mass-media on the growing minds of the next generations. It becomes readily apparent that a gender gap exists still in the toy industry. Several articles that I read delved into this sexual chasm, perhaps the only major industry besides clothing manufacture where a physical separation exists between male and female. .
             Susan Willis, in her essay "Gender as Commodity," states, "Our culture is mass culture, where one of the strongest early influences on gender is the mass toy market. In today's toy market there is a much greater sexual division of toys defined by very particular gender traits than I"d say has ever existed before. Walk into any toy store and you will see, recapitulated in the store's aisle arrangement, the strict distinction and separation of the sexes along specific gender lines: Barbies, My Little Ponies, and She-Ras in one aisle; He-Man, the Transformers, and Thundercats in another" (404). .
             As a child, I would never have been caught dead in the "girl toy" section. I did not question this division, it simply was something I grew up with. Now, looking back, I have to ask myself what the possible motivation of the toy industry could be. Is it more profitable to market two lines of many toys, or is it simply an unconscious error on the corporation's part? I think the toy industry makes a conscious effort to perpetuate this sexual differentiation. As Susan Willis points out in her article, this boy versus girl universe falls apart only when the toy falls out of favor, when it "is thrown helter-skelter in a sale basket with other out-of-favor toys where gender, like the toy, no longer matters" (404-405). This seems to imply that the toy industry perpetuates gender roles only as long as they are profitable, only as long as the illusion will last.


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