Dr Zigs is thrilled to be awarded the 'Let Toys Be Toys' badge! At Dr Zigs, inclusivity is at the very heart of our toys. Our Bubbles are for absolutely everyone! We firmly believe that gender should never be a limiting factor in children's (or adults!) lives. This belief is why you will see us steer well clear of pinks and blues in our creatives. All toys should be for all kids. Dolls can be for boys, diggers can be for girls, and Bubbles are most definitely for EVERYONE.
Perpetuating Stereotypes
In recent years, much work has been done on the effect of gendered consumables in our children's lives, from pink girly pajamas and makeup to blue Nerf guns. According to Professor Blakemore from Indiana University, "In general, the toys most associated with boys were related to fighting or aggression (wrestlers, soldiers, guns, etc.), and the toys most associated with girls were related to appearance (Barbie dolls and accessories, ballerina costumes, makeup, jewellery, etc.)" (Blakemore & Centers, 2005). Research shows us how even mildly gendered toys can negatively impact and limit child development. These associations influence children's interests, skills, and self-perceptions in significant ways, which in turn impact potential careers and academic outcomes.
Influence on Skills Development
Gendered toys can affect the development of cognitive and physical skills. A study by neuroscientist Dr. Gina Rippon highlights how different types of play can stimulate different areas of the brain. Toys that encourage building and construction, often marketed to boys, help develop spatial awareness and fine motor skills. On the other hand, toys that focus on appearance and caregiving, commonly targeted at girls, can foster social skills but may neglect other crucial areas of development (Rippon, 2019). This imbalance can create a gap in skills that persists into adulthood.
Reinforcing Gender Norms and Behaviors
Moreover, gendered toys can reinforce traditional gender norms and behaviors, influencing how children perceive themselves and their roles in society. A report by the Let Toys Be Toys campaign found that children as young as three years old could associate certain toys with their gender and express reluctance to play with toys deemed appropriate for the opposite gender (Let Toys Be Toys, 2018). This early indoctrination into gender norms can limit their willingness to explore a full range of interests and activities, ultimately shaping their personalities and life choices.
Current Research and Trends
Current research continues to shed light on the negative impacts of gendered toys. A 2020 study published in *Psychological Science* found that when children were given a choice of toys without gendered labeling, they were more likely to choose a diverse range of toys. This suggests that removing gender labels could help break down the barriers that limit children's interests and activities (Weisgram et al., 2020).
Dr Zigs: Pioneering Inclusive Play
At Dr Zigs, we believe that as a toy company, we have huge responsibilities. We believe every child is unique and filled with potential to fulfill whatever dream they may come up with. To allow them to develop healthily, we have to support and empower them through play.
Our Bubbles are an activity, an action toy, a dreamscape; our Bubbles are dragons, fairies, ephemeral things of beauty to place dreams into, worries, and wishes. The science aspect of our toys allows kids to engage in quite complex STEM concepts from a young age, from demonstrating surface tension to measuring nanometers. Our Bubbles also allow for creativity with our Bubble Painting Kits, and nature work with our Bubble Pollinator Kits, and a year-round enjoyment of the outdoors with our Frozen Bubble Kit.
Inclusivity, of course, goes far beyond gender. We also create toys for use by different abilities and disabilities, from scented foam for sensory impairment to our hand wand for physical impairment. We've created an In-A-Bubble toy designed to even put wheelchairs in Bubbles and kits specifically targeted at special schools and care homes. Not only that, but we also try to talk about this. We are vocal supporters of Pride, especially Trans Pride and Disability Pride, and throughout the year, you will see us use the hashtag #flyingrainbows. Our Bubbles create natural luminous rainbows of colour, and we really feel that this is such a perfect symbol of what we believe in.
Everyone, anywhere can play with Bubbles - and we are so proud to be able to display this 'Let Toys Be Toys' badge across our website.
To find out more about 'Let Toys Be Toys' and to discover other brands and toys that you can use with your children, visit their website here: Let Toys Be Toys
References
- Blakemore, J.E., & Centers, R.E. (2005). Characteristics of boys' and girls' toys. *Sex Roles, 53*(9-10), 619-633.
- Rippon, G. (2019). *The Gendered Brain: The New Neuroscience that Shatters the Myth of the Female Brain*. Bodley Head.
- Let Toys Be Toys. (2018). Report on Gendered Toys.
- Weisgram, E.S., Fulcher, M., & Dinella, L.M. (2020). The role of gender labels and gender stability on young children's toy preferences. *Psychological Science, 31*(3), 337-349.
