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Report on Representations of Children in the Argos Catalogue (Autumn/Winter 2009)

Report on Representations of Children in the Argos Catalogue (Autumn/Winter 2009). by Jo Wheway. Subsection. Girls. Boys. Majority Gender. Featured Toys. Large dolls and accessories/Dolls. 29. 0. F. Babies prams. Girls toys (alternated with pages with Dolls). 8. 0. F.

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Report on Representations of Children in the Argos Catalogue (Autumn/Winter 2009)

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  1. Report on Representations of Children in the Argos Catalogue (Autumn/Winter 2009) by Jo Wheway

  2. Subsection Girls Boys Majority Gender Featured Toys Large dolls and accessories/Dolls 29 0 F Babies prams Girls toys (alternated with pages with Dolls) 8 0 F Dolls, pushchairs, Dolls’ house, Soft toys 19 1 F animals Miniature collectibles 8 0 F Animals, “race to the mall” Barbie 2 0 F Disney princesses 7 0 F Moxie art 2 0 F tattoos, dye High School Musical 4 0 F Body art, make up Girls’ electronics 7 0 F Dancing Activities 12 0 F Face masks spa perfume Art and craft 8+ 26 1 F Fashion, jewellery Sections with a large majority of girls.

  3. Subsection Girls Boys Majority Gender Featured Toys Construction 0 1 M Chad valley/vehicles 2 28 M Dinosaurs, cars Action figures 0 29 M superheroes, soldiers Action play 0 8 M dart blasters Science 1 4 M Games 9 18 M board family fun Outdoor Toys 63 82 M F swing/ M sport Sections with a large majority of boys.

  4. Outdoor Toys • 63 girls and 83 boys • Boys outnumber girls most heavily on “trampolines” and “ride-ons” • Girls outnumber boys - “swings” and “playhouses”. • In the playhouse section – girls pictures inside domestic homes and cottages; boys pictured in canvas, vehicles and or dens.

  5. Pretend Play • 25 girls and 10 boys • 70% boys pictured in pretend situations outdoors compared with 28% of girls. • 2/3 girls are performing domestic tasks • The boys’ domestic jobs: fixing with tools, watering plants, pouring tea and barbecuing.

  6. Dressing-up Clothes • 15/15 of boys’ costumes active roles compared to 2/7 girls’ costumes. • 6/7 girls’ costumes are display roles. • Most boys posed with hands on hips or ready to fight. Most girls holding out skirt.

  7. “Run and jump keeping fit with this Sportacus play suit with muscle chest, hat, armbands and goggles.” “Includes pink striped dress, pink wig, headband, pink tights and leg warmers, 4 bracelets and a pink shoulder bag.”

  8. Conclusions • Toys sections are segregated. • Girls are not shown outside as much as boys. • Toys targeting girls promote interests in beauty, fashion, motherhood and domesticity. • Toys targeting boys usually promote activity.

  9. In response we took one Disney Princess Hama Bead set…

  10. …and made beautiful Hama bead creations showing some alternative role models and interests.

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