Are toys sexist? Even if there’s been some progress in this area, the fact remains that gender-driven marketing is still highly apparent at playtime: pink and kitchens for girls, blue and cars for boys. To thwart this trend, the Spanish consumer affairs ministry urged toys to go on strike. Using a digital kit created for the purpose, people depicted their kids’ toys protesting or going on strike on social media. The angry playthings brought the debate into the public eye and forced toymakers to commit to erasing gender stereotypes. Let’s hope Santa and his elves were paying attention.
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| Title | #ToyStrike |
| Agency | MRM//McCann |
| Campaign | #ToyStrike |
| Advertiser | Ministry of Consumer Affairs. Spanish Government |
| Brand | Ministry of Consumer Affairs |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Philosophy | Subscribers Only |
| Problem | Subscribers Only |
| Media Type | Digital |
| Entrant Company | ..M S...n Subscribers Only |
| Entrant Company | ..M S...n Subscribers Only |
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