People seem to resign with the values of the brand marketers in the society. They are the major players that cause the people to form opinions is the retailers and consumer brands. They try to sell a product by creating a brand persona which they think will cause a rise in their sales. Retailers try to link certain imagery and persona into their commercial products to invoke emotions and to connect with the target demography to increase sales and sustain in the markets (Hamzelou, 2014).
For this, the retailers employ a number of tactics and branding styles to connect with the target demography. In some cases, this personification leads to the detriment of the society. In the past few decades, retailers have used the notions of gender stereotypes to sell toys to the children. By analyzing the nuances of this campaign the neoliberalism, commodity culture gendered mass culture will be probed.
For this purpose, there was extensive research on the kinds of toys that were put forward in the market from early 1900 to the modern times. The gendering aspect of the toys had been probed for this analysis. There were general questions and feedback sought from people who visited the toy store.
One of the most important developmental tools for children in developing cognitive and reasoning ability is through play with toys. There is a number of issues if the toys are stereotyped based on the gender. There is an inherent gender politics and issues of consumerization that has been echoed in these toys. Let Toys Be Toys campaign has tried to bring these issues to the spotlight; owing to this factor, there is a need to change the attitude of the people in the society and the consumer branding of the companies. For this the notions of gender inequality in the neo liberalism, mass culture stereotypes and austerity principles has been divulged in detail in this analysis.
Companies such as Lego have tried to salvage this issue and move forward in creating of gender neutral toys. This should be the future direction in which the toys are made. This campaign has paved the path for the new age neutral toys. To conclude this is a very relevant campaign as it ensures that the gender politics in the society is handled else it fosters old conventional ideas to the modern day children and this would affect the cultures of the societies for many more decades.