ABSTRACT
Many toys are gendered and normative, reinforcing interests and forms of play appropriate for girls and boys. This teaches children gender norms from an early age and limits the activities they can enjoy. This case study problematizes the proliferation of rigidly and highly gendered toys and toy communications (e.g., packaging, advertising). It proposes that designers develop gender-neutral messaging surrounding toys and develop more gender-neutral and gender-plural toys. It also explores how designers can represent more expansive visions of femininity and masculinity and transgender, gender-diverse, and intersectional identities in their work on design for play. This chapter draws on multiple interviews with designers and other cultural producers that have taken a range of approaches. This includes interviews with Maha Khawaja, founder of a gender-neutral educational toys and games company, and the team behind Rainbow Billy, a children’s video game that explores non-binary identities.
