Mindware Listens! Redesigned Marketing for Children’s Science Toys Is Awesome!

Mindware is a company specializing in science-based toys and activities for children. Their tagline of “brainy toys for kids of all ages” is definitely apt. The catalog is a playground in its own right and wouldn’t it be awesome if children everywhere had access to such great toys to stimulate their interest in science and the natural world?

However, last month, their catalogue featured the following two-page spread:

22 photo courtesy of Lynn Esteban, taken from Clapway.com

I and others wrote articles and Facebook posts deploring the sexist nature of both the photo display and the copy. The not-so-subtle message here is that real science is for boys and makeup is for girls. Girls are all about doing things that are pretty and smell nice, while inquisitive boys get to explore more serious matters.

To be fair, the rest of the very same Mindware catalog was free of such harmful stereotyping and subliminal…

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