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An Open Letter to McDonalds Regarding Gendered Happy Meal Toys

December 28, 2012

Dear McDonald’s,

I’m sure the last thing you want to hear is some random person complaining about you. From your food to the way you treat your employees, everyone has an axe to grind on the Golden Arches.

Me, I have a request.

No less than ten minutes ago, I walked into your recently renovated restaurant on the far West Side of Cleveland. I found the establishment clean, the staff friendly, and the service prompt. I was delighted to find that the McRib had returned, placed my order, and stepped back to wait.

The door opened, and in walked a mother and her young son, a boy wearing an Angry Birds cap, carrying a Nintendo DS, probably about 8 or 9 years of age. They stopped in the walkway to study the Happy Meal Toy Display.

At the moment, you’re offering two options to customers, what’s commonly known as the Boy Toy and the Girl Toy. The two options now are Teenage Mutant Ninja Turtles, and Moshi Monsters, colorful characters from an online game for kids.

mcdonalds

Mom asked Gamer Boy if he wanted a Ninja Turtle and, being an obvious Gamer Boy, he immediately showed enthusiasm for the second choice on the bottom shelf (“girl” toys are always on the bottom shelf for some damn reason), and told her he wanted a Moshi Monster.

I was delighted. Gamer Boy rejected the “boy” toy and picked the option that best suited his tastes. You go, boy.

So Mom and Son approached the counter and placed their order. Mom specified that she wanted a Moshi Happy Meal.

The cashier was confused. “You want the boy toy?”

“We want those, the Moshi Pets.”

“Oh. You want the girl toy.”

That’s when I died a little.

McDonald’s, your employee had a little boy standing right in front of her. It was obvious the Happy Meal was for him. Yet she said in front of him that the toy he wanted was for girls.

To his credit, he didn’t seem ruffled by this, and I struck up a conversation with them about his Nintendo DS. My food arrived and I left, still irked over what the cashier had said.

Look, guys, I have zero problem with your offering two options to kids when it comes to Happy Meal Toys. In fact, I encourage it. But here’s my suggestion: train your employees not to call them “girls toys” and “boy toys.” Tell them to be aware of what the choices are, and call them what they are, in this case a “Turtle toy” or a “Moshi toy.”

Don’t subtly tell a young boy his choice is wrong, that option B is “for girls,” and that his preferences should always match his sex. Because it’s not just about the toy. It’s what all these gendered toys say. It’s about telling boys to solve problems through aggression, and telling girls to be passive. It’s about boys not getting into teaching and nursing, it’s about girls not getting into science and engineering. It’s reinforcing the gender roles and stereotypes that we really should be past at this point.

Come on, McDonald’s. You’re pretty huge and influential. You can really have an impact on our culture, just by including a new page in your company policy.

Thanks,

RS Veverka
the Feminine Miss Geek

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4 Comments leave one →
  1. December 28, 2012 1:41 pm

    *resounding applause*

    You’re right. They have the opportunity to start a paradigm shift in the assignment of gender roles. There was an episode of ‘What Would You Do?’ that covered this very topic with regard to children’s costumes and how strangers would react if a girl wanted to be a superhero (pretty okay, according to the unassuming public) vs. if a boy wanted to be a princess (so not okay, according to the unassuming public).

    • December 28, 2012 1:52 pm

      Haha! Yep, I actually wrote about that as well, here: https://femininemissgeek.wordpress.com/2012/10/22/you-cant-be-a-princess/

  2. Shina permalink
    January 1, 2013 2:19 pm

    Moshi monsters are in no way only a ‘girl toy’ and the fact that McDonalds would classify them as such just shows how little they know about the current state of popular culture. It’s like saying pokemon are cute so they’re only a girl toy, or pokemon fight, so they’re only a boy toy. Toys are toys and that’s the only classification they need!

    My kids are all girls, so it’s easier for them than it would be for a boy in this situation. My middle daughter will always pick avengers and power rangers over barbies and it drives my family insane. They’re very old fashioned and my mother just hates buying ‘boy toys’ for her granddaughter.

  3. January 5, 2013 1:25 pm

    I had the same experience the other day. My daughter wanted a Ninja Turtle. I felt the same way, a little perturbed. McDonalds really should train their employees not to say that in front of the children.

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