Kinder Eggs are a family favourite. Not only are they a chocolate treat, but kids love that there is a guaranteed toy inside too - this is indeed the unique selling point of the brand. However, Kinder’s latest promotion has sparked a twitter feud between mums who claim that the brand is ‘gendering’ their products by introducing pink and blue eggs. The promotion features a Hot Wheels toy in one egg and a Hello Kitty figure in the other. No prizes for working out which toy is in which!
Of course, you don’t have to buy a pink Hello Kitty egg for your daughter or a blue Hot Wheels one for your son, but the expectation is that you will, and that’s what has sparked a debate. So are we preserving an outdated, colour-coding form of advertising? Some mums definitely think so, having accused the brand of perpetuating sexism.
Ferrero, who make Kinder Eggs, have fiercely defended the promotion in the following statement:
'In the UK, Kinder Surprise eggs are available in different coloured designs for limited edition promotions because consumer feedback showed that parents found it helpful as a guide to the type of toys found inside.'
'We don’t label them as being for boys or girls because we know children enjoy all types of toys.'
Mums however, have taken to twitter to retaliate. Campaigner, Jess Day from Let Toys Be Toys (an organisation which challenges gender stereotyping in the toy industry) has hit back at Kinder, stating:
'Kids and parents all know what these colours mean, and it’s nothing to do with informing shoppers about the content - after all, ‘Hot Wheels’ brand colours are red and yellow,' she said.
'Marketing by gender limits children’s chances to learn and have fun - why not offer them a choice without the labels and not tell them what girls and boys are meant to like?'
As of late, the wider children’s market has caught onto the gender neutral trend, such as the most recent news that John Lewis is removing all forms of gender labelling on its children’s clothing, to avoid the obvious stereotypes. It seems this is catching on.
What do you think? Have Kinder created a harmless campaign? Or should we be done with the traditional ideal that pink is ‘girly’ whilst blue is for ‘lads’. Do these colours perhaps represent a broader problem with the way we raise our children, expecting them to conform to certain stereotypes based on their gender?
Let us know in the comments below!
Read more: 11 Things You Need To Know Before Taking Your Tot To Peppa Pig World
Measure her height before you go
If she’s under 1m with shoes on, she’ll get free entry
to the park – so if she’s close to the limit, choose footwear wisely or that pair of Crocs might cost you dear! The only ride in Peppa Pig World with a height restriction is George’s Dinosaur Adventure: your child must be a minimum of 85cm to go on the ride with you. If she’s 110cm or more, she’ll have to ride in the adult seat alone. If you’ve worked this out from the get go, it will save you all sorts of ‘is mummy coming too’ tears, trust us!