Japan’s toy industry moving away from traditional gender-role marketing

“Gender equality,” as stated in the SDGs, is to realize a society where each person is free to make choices regardless of gender. This trend has recently spilled over into the Japanese toy industry by introducing products that challenge gender expectations in society.

“Care dolls” for both genders

Japanese toy manufacturer BANDAI launched a new boy’s care doll, “Horen,” in 2019. About 40% of the toy’s users are boys. According to a BANDAI representative, during a visit to a preschool, he noticed once again that not only girls but also boys enjoy playing with dolls. With the gradual acceptance of male child-rearing in Japan, boys may have become interested after seeing their fathers take care of their babies. Playing with dolls is an important experience for all children, not just girls, to nurture their caring hearts.

“Neji Hapi ” for girls who want to DIY

Japanese toy company People launched “Neji Hapi,” a tool-based toy targeting girls, in 2018. This toy uses an electric screwdriver to build sparkly boxes and houses. While most tool-based toys have been aimed at boys, against the backdrop of the DIY boom among girls, the company was the first in the industry to create such a product targeting girls as well. The company says it has tried to strike a balance between realism and cuteness while considering safety.

Expanding options, not denying gender differences

The Japan Toy Association has abolished the “Boys’ Toy” and “Girls’ Toy” categories from the 2021 Japan Toy Awards and established new categories such as “Character Toys.” It appears that the industry as a whole is changing its mindset. Tsuda, executive director of the Japan Toy Association, commented, “It is important not to deny gender differences, but instead not to narrow the range of choices by imposing them based on gender. We want to promote efforts in the industry so that children can choose what they like and develop their individuality.”

Gender stereotypes are imprinted from childhood. An environment in which children can choose their favorite colors, games and occupations, regardless of gender roles, can help build their self-esteem. Remarks such as “playing with care dolls because she is a girl” or “play-fighting because he is a boy” could reinforce children’s sense of gender bias. Perhaps, when we give gifts to the children in our lives, we may need to pause and think about the environment we create for them through these toys.