Girls Must Be Girls

By Caryl Rivers and Rosalind Barnett, Women's eNews. Posted November 29, 2005.

As the 2005 holiday shopping season begins in earnest, what's out there for girls to find under the tree?

Across the spectrum of gifts and toys, most retailers have retreated to a pink-and-blue world, aiming products at the sexes as if they really did come from different planets. After a unisex phase, large toy stores have returned to boy and girl aisles because they are more profitable.

"The gulf between His and Hers sides looms like the parted Red Sea," writes Michael Kimmel, a sociologist at State University of New York, Stony Brook. "Woe to him who strolls inadvertently into Barbie-land from the land of the action figures. It's not simply those cute blue-and-pink blankets anymore. Everything is coded."

As part of this coding, girls are pretty well immobilized.

In its newspaper supplement catalog, Toys "R" Us offers no pictures of girls on its sports page. Boys, meanwhile, are seen playing basketball, riding an arcade-style motorcycle and playing an electronic hockey game. No girls are seen in two pages of action-figure toys, nor in two pages of cars and trucks.

Two pages devoted to building feature boys playing with Legos, Tinker Toys, Lincoln Logs and a huge "tube park." Girls are offered Cinderella Castle blocks (with a battery-powered waltz) and a cheap toddler block set. On a learn-and-create page, boys play with toy trains while girls seem delighted with a "glitter dream dollhouse."

Dolls Page Is for Girls

The dolls page, of course, is for girls. There you can find items such as a Cinderella carriage, a Barbie primp-and-polish styling head for hairdos, a Hollywood party limo and scores of Barbies. No boys are pictured.

None of which is to pick on Toys "R" Us. It was just the handiest example.

The aisles of most American toy stores or toy departments have the same gender-coded sections. Just walk through a store and that becomes obvious.

Hot items in Toyland are the big-eyed Bratz dolls, sporting navel-baring tops, hooker boots and miniskirts. The Bratz dolls are even more overtly sexual than Barbie. The toy industry--along with many parents--has noticed the so-called age-compression phenomenon.

Children are outgrowing traditional toys sooner. Not so long ago, girls up to age 12 played with Barbies.

By 2000, such "tweens" were plugged into Britney Spears gyrating on MTV. This growing-up-fast syndrome may be one of the engines behind the success of the Bratz, which are becoming more popular than Barbie.

Advertising Age reports that Barbie "has lost shelf space at major retailers and has been displaced by the edgy, hip-hop Bratz." Barbie's third-quarter sales were down 30 percent in the U.S. compared to the same period a year earlier, says the magazine.

"It's not the fact that children are learning about sex when they are young that is a problem," says Diane Levin, a professor of child development at Wheelock College in Boston. "The problem is what today's sexualized environment is teaching them."

Kids are getting pulled into precocious sexual behavior for which they are not emotionally prepared.

So what's next? A "Jailbait" line of dolls that offers price lists for sexual favors when you wind them up?

Virgin-Whore Syndrome

The virgin-whore syndrome is alive and well in your local toy or clothing emporium. One new item that has already gone beyond the pale is a T-shirt aimed at teens by Abercrombie. "Who needs brains when you have these?" go the words blazoned across the wearer's chest. Female teens have already protested these shirts, calling them "degrading."

Caryl Rivers and Rosalind C. Barnett are authors of "Same Difference: How Gender Myths Are Hurting Our Relationships, Our Children and Our Jobs" (Basic Books 2005.)

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