'Toy strike': Garzón spends €80,000 on a video against sexist advertising
The Ministry of Consumer Affairs, led by Alberto Garzón, has launched a campaign to raise awareness among the entire population and, in particular, families about the importance of play in the development of children and the negative impact of sexist advertising. The video that was released on social media this Thursday cost 80,000 euros.
The campaign, according to a statement, consists of a symbolic hashtag, # HuelgaDeToys, and an animation video, in which different fictional characters call on families to join their claim to raise awareness about the problem of being allowed to play with only half of the children's population and to raise awareness that "playing has no gender".
"we, whether plastic or stuffed, also have our little heart. The time has come to say enough, to claim our right to play with 100% of boys and girls, not 50%," they explained in the video communication.
It has begun this Thursday with a sticker of posters in the cities of Madrid, Barcelona and Seville and will end next Sunday with an event in which children, along with their toys, are invited to show their discontent with sexist stereotypes. The event will be held next Sunday at the Teatro de Títeres in the Madrid Park of El Retiro and will culminate with a storyteller.
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Gender archetypes
According to a study on stereotypes and gender roles in toy advertising prepared by the Women's Institute in 2020, almost 40 per cent of these advertisements show girls archetypes related to beauty and care, while 50 per cent of those directed at boys relate to professions such as pilot, police or military.
This has a direct impact on the self-perception of minors, so Consumer recommends choosing toys and games free of gender clichés and choosing gifts that, instead of limiting the present and future development of boys and girls, expand and stimulate them.
"sexist stereotypes are dangerous and adversely affect both them and them. The game is basic to the configuration of its personality, skills and abilities, so a choice of toys and games free of gender stereotypes is key to the development of a population that, through the game, learns to know what life is like, "argues the Secretary General of consumption and Game, Rafael Escudero.
In this regard, the Ministry recalls that a sexist toy is anyone who has a different version for each sex and therefore does not present himself as suitable for both boys and girls. This campaign is in addition to the actions that the Ministry of consumption has been carrying out with both the toy industry in Spain and the distribution sector to advance the elimination of gender stereotypes in the advertising of toys and games. "
