Gendered packages

There is no hiding the fact that packaging in toy stores, and any retail store for that matter are gendered. The packaging of items targeting females are pink and glittery. The packages targeting males tend to be darker colors such as blue or navy green. This phenomena is interesting, and can be used to delve deeper into gender roles. 

The video of Riley in the toy store is revealing. Even as a child not even 5 years old in appearance is able to comprehend the gendered packaging. She wonders why the "girly" stuff is pink and princessy, while the male items are superheores and blue. Riley's explanation of this is quite primitive, as she is a child. She states the companies make the toys those colors to trick the guys into liking the blue superhero items, and girls into the pink Princess items. However, it is not quite so simple.

Obviously, the companies whom make these toys are in the business of earning profit, not gendering toys or tricking children. So, as a opposed to tricking children, the companies believe they maximize their chance of having an item selected by a man in blue packaging, and a female in pink packaging. This is exceedingly telling in itself. The fact that companies who have researched these objectives can quantifiably state that the packaging of items in this way is successful. The real issue is that children whom are male favor the male targeting items, and vice versa for females. As opposed to tricking children, the companies are catering to the children's desires. 

An item which we have discussed multiple times, Barbie is a good example. 

This Barbie package exudes gendered packaging. The pink package with light yellows, and some light blues. Overall, those three colors make up the vast majority of Barbie packages. These colors are intended to grab the attention of young girls who desire to meet the cultural norms for women, either consciously or not.

Packaging of the G.I. Joe varies greatly.

The GI Joe, an item intended for men, varies greatly form Barbie in terms of packaging. The GI Joe has a black background. The caricature pictured has facial hair, weapons, and a gun in order to look tough. This is a typical package targeting males.

Overall, as opposed to Riley who felt the companies were tricking kids, I think of it as a two way street. The companies target the males with these types of packages, which leads the children to identify with "their" gendered packages and in turn leads to them desiring these styles. It is the unfortunate cycle of gender roles that needs to be broken.