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Response to TeeYiYi (Reply #6)

Wed Oct 2, 2013, 08:11 PM

7. Small difference...

Toymakers do not label the products by gender. They're color-coded and yes, clearly targeted... but that clarity is really a product of a whole collection of cultural preconceptions we have already, that the toymakers just capitalize (literally) upon. Hasbro, Mattel, Lego, these companies may market by gender, but they will never label their product by gender, as doing so would pare away a potential market (a lesson that people like myself have been teaching Hasbro for three years now )

On the other hand, these books do expressly segregate by gender. One is "for boys," the other is "for girls." And unlike toys, where really anyone can pick it up and get the same functionality out of it, the content of these books is obviously very different. Like... grotesquely different.

That's the difference. Targeted marketing based on assumed divisions vs. directly segregated marketing.

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