Sunday, March 23, 2014

Pink Bows - From Cinderella to The Hunger Games


There have been changes in what little girls hope to become and the desire to be like Katniss Everdeen is just part of it.
Heroines for young girls are rapidly changing, and the toy industry — long adept at capitalizing on gender stereotypes — is scrambling to catch up.

Toy makers have begun marketing a more aggressive line of playthings and weaponry for girls — inspired by a succession of female warrior heroes like Katniss, the Black Widow of “The Avengers,” Merida of “Brave” and now, Tris of the book and new movie “Divergent” — even as the industry still clings to every shade of pink.

The result is a selection of toys that, oddly, both challenges antiquated notions and plays to them deeply.

The Rebelle line, introduced last year, comes in a swirl of pink, purple, white and gold plastic, and the weapons have names — like the Heartbreaker and the Pink Crush — that are enough to make an enlightened 21st-century mother groan. But around a dozen new toys in the line are coming out this year.

Zing’s Air Huntress bows and sling shots (Slogan: Ready. Aim. Girl Power!) account for more than a quarter of the company’s sales in a little over a year on the market. A pump-action “cheetah shooter” from the Marshmallow Fun Company is bathed in pale pink with darker spots and fires mini-marshmallows.

Barbie, ever pretty in pink, has naturally gotten into the act with a Katniss doll that slings a bow and arrow in authentic brown. The action figure shelves at toy stores now display a Black Widow figure (modeled after Scarlett Johansson) alongside the new Captain America.

Activision’s latest Skylanders game, Swap Force, includes Stealth Elf, Roller Brawl and Smolderdash, all of whom are on an equal footing with their male counterparts. And Stella, a female Angry Bird, will soon get her own mobile app and accessories, so she can be dressed up and launched into the air to destroy pig fortresses.
An admirable equality all wrapped in pink.

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