Campaign against pink toys for girls enjoys rosy outlook

Pinkstinks narrow view of the toy industry campaign aganst Hamleys of gender roles are gaining ground after leaving color code floors

When two sisters launched an "anti-pink" campaign two years ago to release girls from a toy industry dedicated to producing beautiful princesses for girls, they did Mix no idea it would cause.

"is hate mail all over the world," said Emma Moore, a half Pinkstinks, the group he runs with his twin sister, Abi. "They said things like "you must be a lesbian, you're ugly. "The reaction was so extreme that one might think he had tried to cancel Christmas."

Despite the reaction, the sisters have become to be at the forefront of a movement whose time perhaps.

When London Hamleys Toy Store stopped labeling their plants last week in blue for boys and pink for girls and toys sorted by type, rather than gender, there was applause and shouts of the believers that the pre-teen blue pink division has gone too far.

Twitter campaign had accused the store of "gender apartheid", but despite Hamleys denies that the initiative was a response to this campaign, re-labeling has been reported as another small victory in the campaign against pinkification "" childhood.

Before redesign, the Department of girls Hamleys was home to a menagerie of animals, cooking utensils and fluffy hair and beauty paraphernalia, including a beauty salon called the tantrum, while the children plant Grylls was a bear-festival of cars, spaceships and building sets.

Peggy Orenstein

American writer called it an example of "the princess industrial complex," arguing that the end of 1980 sales companies realized there were great opportunities to sell if the market has toys been divided into two distinct camps.

"The color does not enter the nursery until about 1900 and when he did, was pink and blue for boys was for girls," says the author of

Cinderella Ate My Daughter: Dispatches from the front line of the new culture girl

. "This fetish pink is very recent and is building a market-oriented. Princess is the only game in town. "

• Pinkstinks argues that the toy industry is more and more products for girls that focus on being pretty, passive, obsessed with shopping, fashion and makeup. His second season, smaller Sainsbury successfully challenged on the labeling of children dress clothes, so that the costumes of doctors were labeled as being for children and nurses and aestheticians equipment were marked by "young girl. " The last point, they say, is a reduction of options for girls and aspirations.

"Girls are increasingly concerned about the way they look, and feel they can not succeed in their lives unless they look like Cheryl Cole," said M . Moore, who has two daughters, five and nine years. The sisters founded the group after having children and being alarmed by toys sex segregation as Emma's house is filled with pink plastic, while Abi - with two children - has become full of Power Rangers, etc.. Moore added: "It's not a problem for all girls, but this is a problem for a significant number of girls."

seems to be little scientific evidence behind the color coding used in toy stores. A large body of evidence indicates that color preferences are learned, not inherited. Some studies have suggested that children are pre-programmed to violent games and dryer and toys with moving parts, and that girls are attracted to dolls and role play, but the evidence is inconclusive.

Pinkstinks, which was founded in 2008, is in charge of the Boards of sisters 40 years of age respectively Lewisham. They are supported by a small group of volunteers who help decide the campaign strategy, based on social networks, blogs and video awareness and tackle businesses.
So far they have collected 5,000 followers on Twitter and some sympathizers of 2500 on Facebook.

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