Kinder Joy and Hersheys


Kinder Joy and Hersheys are both chocolate producing companies in which, gender presentation can be visible. Both of them are targeted at different genders (a boy or a girl) as they associate the colours blue to boys and pink to girls. Hershey’s are targeted to the gender revelation of new born babies whereas Kinder Joy is targeted towards young children with toys categorizing and differentiating between the two genders. The car toys are listed under the title “for boys” whereas the female figurines, cute animals and pretty bracelets are labeled under “for girls”. Although Cayton of Ferrero said that “we do not advocate or promote our products as gender specific” in 2013, Kinder Joy continues to produce gender specified toys with their packaging clearly identifying and separating young children’s gender (for boys or for girls). They seem to “understand” what young girls and boys would prefer to play with and thus, splits the two genders with “gender appropriate” toys.


Though Kinder Joy started off with gender neutral products with no labels given to female and male differentiation, soon their products began stereotyping girls and boys to different type of toys in order for their young audiences to be content with the type of surprise toy they receive from within the packaging. Hersey’s though, just intends on congratulating and celebrating the joy of a new born baby. But, they’re separated the two genders by using the common colours associated with them: blue for boy, and pink for girls.

Children are being exposed to societal standards, starting from a very young age and thus, they’re given requirements and a checklist from how to choose your toys, to the way they have to behave around people. Industries just choose to incorporate these usual assumptions and continue to practice such categorization through their products, in order to satisfy the vast audience they receive. Since different people would require unique needs, industries tend to help customers achieve this satisfaction through general variation such as gender and age. Subsequently, they follow universal or overall norms set up by societies found in each location. Their beliefs and customs may be different as societies vary and industries, simply attempt to fulfill the people’s wants. 

Comments

  1. UnknownJanuary 10, 2018 at 11:24 PM

    Your chosen advertisements are very interesting! And I just noticed that kinder chocolates were showing stereotypes between boy toys and girl toys. As the target audience of the product is young children, this might be create negative effects on children that they might began to have stereotypes based on gender roles due to their daily items.

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  2. Chrissy JaneJanuary 10, 2018 at 11:28 PM

    I like your analysis of the way that toys in chocolates are presented to different genders at a very young age, I agree with the fact that children are exposed to societal standards from a young age and this kind of shapes the path for them and their puts expectations on their gender. I like how you brought in at the end about how they follow universal norms. I agree because I think that these universal norms don't allow them to incorporate their norms or customs. I like your summary and agree to every point you said! My reaction to these products is that this should be changed and that no matter what toy is inside, it should be gender fluid or not advertised to a specific gender.

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