Kaufland-Heidenau: Confusion over controversial toy signs!

Kaufland-Heidenau: Confusion over controversial toy signs!

A small sign drama has unfolded in Heidenauer Kaufland that raises far-reaching questions about gender stereotypes and orientation in the toy world. A few weeks ago, a sign reading “Toys for Boys” was removed, while a corresponding sign for “Toys for Girls” was completely missing. This was reported by Sächsische, which drew attention to the previous discussion. The renaming to the neutral name “toys” is now being discussed after the gender-specific sign was only visible for four weeks.

The background to this shield confusion is not just a local anecdote. Rather, it reflects a broader problem that is embedded in the way we interact with children's toys. According to the NDR Info science podcast “Synapsen”, gender marketing has a significant influence on the toy world. There is often a strict gender separation, which gives parents the impression that their children have free choice, which is an illusion. One study observed adults offering toys based on the child's gender - even when the children were present in neutral clothing.

A trend towards gender-specific toys

Social expectations of children are strong and can have a decisive influence on their play behavior. Toy researcher Dr. Volker Mehringer notes that many toys are designed to be gender-specific, even though that is not necessary. An example? Pink Bobby Cars for girls and blue ones for boys. In this context, we observe that boys often experience greater social pressure to play the role of typical “boys”, while girls are able to develop more freely.

• Eltern sollten dazu ermutigt werden, ihre Kinder zu diversen Spielen zu ermuntern, ohne sich an stereotype Erwartungen zu klammern.
• Eine 2022 erfolgte Umfrage ergab, dass Deutsche insgesamt drei Milliarden Euro für Spielwaren ausgaben, wobei die Branche seit 2009 steigende Umsätze verzeichnet.

Kaufland in Heidenau is also not the only store that is faced with confusion on the shelves. Another sign that reads “Cheese for Dishes” also causes confusion because it categorizes cheese by purpose rather than type. This type of product presentation could serve as a pioneer in dealing with cut, stereotypical toys.

The upcoming toy fair and its significance

The most important trade fair for the toy industry will take place in Nuremberg next Wednesday. Over a million products and numerous new products will be presented here, including many gender-specific toys. Industry experts like Ulrich Brobeil confirm the demand for such items, which are often divided into areas for girls or for boys. In recent years, Lego has increasingly relied on this separation in order to appeal to both boys and girls.

The ongoing debate about gender-specific toys shows that it is time to question common patterns. With a new toy store, Smyth Toys, opening in Kaufland in July, it will become clear whether and how a change in approach takes place here. It remains to be hoped that future generations will be able to experience toys and gender roles in a more relaxed and creative way.