In recent years, the toy market has been reinventing itself and adapting to new consumer trends: toys for all children, regardless of gender. And to put an end to the conflicts that may arise due to the dichotomy of pink for girls and blue for boys, manufacturers are replacing pink with other “neutral” colors in order to attract boys to toys that were once considered feminine, such as kitchen items, for example. This trend of “erasing gender” has also pleased parents who want to educate their children to learn housework, so that they grow up to become men capable of helping their wives, say businesspeople in the field. Far from the issue of influencing a child's sexuality, this is a reality that is here to stay and can be an alternative to putting an end to prejudice arising from sexual orientations, extinguishing the sexualization of professions and, just as importantly, helping to promote equality of gender. “Mothers started to change their habit, they say they want to teach their son how to cook so he can be independent when he lives alone, so he can be a good husband. They say it's about having more equality in marriage. We never thought it could be fun like this”, says Renato Pereira, director of Zuca Toys. Currently, Zuca Toys offers cafeteria kits, utensils for washing dishes, ironing, pot games and other items, in sets or individually, both in pink and in other options, mainly in red. In three years, Pereiro stated that neutral kits already account for 20% of sales. “We started listening to the market. Of this 20%, I don't know how much is for boys or girls. But I think this 20% shows a demand that was repressed”, he says. In addition to requests motivated by gender equality, Pereira cites another trend that opened the door for playhouse toys aimed at boys: gourmet fashion. “In 2017 we launched our chef line, it’s not just to cater to boys and girls, it’s also because of gourmet fashion and gastronomy shows”, he explained, referring to the success of culinary reality shows that have been quite successful on Brazilian broadcasters. . Still according to other entrepreneurs in the toy industry, in addition to the issue of the extinction of gender distinctions in toys, articles related to female empowerment, such as superhero dolls, instead of princesses, have been very successful in sales and come in this vein. greater gender equality. Another article that has attracted attention also refers to the racial issue, although still in a minority when compared to the products it aims to end with gender distinction. According to the Brazilian Association of Toy Manufacturers (Abrinq), in 2017, almost 20% of all toys sold by the sector fell into the category “dolls and dolls in general and their accessories”, followed by “cars, motorbikes and tracks” and sports toy. Regarding black dolls and dolls, Andrea Ghiraldi, from Anjo Brinquedos, explains that making the same doll model in versions with light and dark skin requires two pieces of equipment to mix the ingredients. The process, he reveals, does not cause harm to the company, however, there is a lack of demand for this product, which is why light-colored toys are still the majority on the shelves.
