It’s official. The anti-pink movement has taken off.
Concerned mums and dads, in their quest to steer their daughters’ pliable young minds away from the ever-expanding quagmire of Bratz, pole-dancing dolls and other questionable residents of the “pink aisle” at toy stores today, are increasingly opting for toys that are pink-free, glitter-free or traditionally marketed at boys.
Parents’ groups across the world including PinkStinks have spearheaded this anti-pink campaign, with former head of the National Consumer Council in the UK even calling the division of girls’ and boys’ toys in shops “gender apartheid”.
Most recently, we’ve seen the emergence of “empowering,” non-pink girls’ toys like Goldieblox, whose founder – Debbie Stirling, a former engineer – was motivated by what she saw as a need for “more choices than the pink aisle has to offer”. In the widely-publicised viral video campaign for the brand, three young girls go about destroying a collection of pink toys with their supercool, defiantly non-pink construction toys. The idea is that little girls are sick of all the over-the-top pink being shoved down their throats and need more stimulating options.
Now I get the point of all this anti-pink sentiment, I truly do.