In just a few short paragraphs, one mom has summed up the problem with gender stereotyping in kids' ...

1. Mom's Spot-On Letter Calls Out Lands' End For Suggesting
Only Boys Wear Science Shirts
In just a few short paragraphs, one mom has summed up the problem with gender stereotyping in
kids' products.
New Jersey mom Lisa Ryder was flipping through a Lands' End clothing catalog with her daughter
when she noticed something wrong with the graphic t-shirt offerings. While there were several
interesting science-themed shirts for boys, there were no equivalent options for girls. This disparity
prompted her to write a letter to the company, which she posted on its Facebook page.
Dear Lands' End,
My nine year old daughter loves science; She especially enjoys learning about ocean life and outer
space. She has read more books on sharks than I ever knew existed, follows NASA news, and hopes
to be an astronaut one day.
So you can imagine her reaction when she saw your company's science-themed t-shirt designs for
boys featured on page 26 of your latest catalog. The boys' options include realistic images of planets
and our solar system, labeled diagrams of sharks and dinosaurs, and a "NASA Crew" tee design that
she immediately declared to be "the coolest shirt ever."
We immediately flipped forward in your catalog to find the equivalent shirts in girls' sizes. But when
we got to the available t-shirt designs for girls on page 56, instead of science-themed art, we were
treated to sparkly tees with rhinestones, non-realistic looking stars, and Cool hoodies a design
featuring a dog dressed like a princess and wearing a tutu.
My daughter was very confused. Lots of her friends that are girls love science, too. Why were there
no cool science shirts for girls?
So, Lands' End corporate, how should I respond to my daughter's question? In 2014, why are you
selling "mighty" tees for boys and "adorable" tees for girls? (Descriptions taken straight from your
marketing copy.)
My daughter is mighty and she loves science. And until you recognize that Find Cool Hoodies it's not
only boys that can fit that description, I'm afraid our family will no longer be shopping in your stores.
Sincerely,
Lisa Ryder
For an idea of what she's talking about, here are some examples of science-themed graphic t-shirt
options.
For boys:

3. And for girls:
In response to the letter, Lands' End commented on Ryder's Facebook post, "Thank you for your

4. honest feedback - we sincerely appreciate it. Customer feedback has, and will continue to be, of Find
Cool Hoodies the utmost importance to us. Please be assured that we are currently sharing your
comments with our Catalog Creative and Kids Design Teams."
Meanwhile, other commenters chimed in, suggesting that the mom buy one of the boy shirts for her
daughter since the sizes are almost identical for children that age. Ryder responded, "The problem is
that your recent catalog copy and product offerings strongly promote the gender stereotypes that
young boys are smart and mighty and young girls are adorable. Simply buying my daughter one of
your 'boy shirts' is not the answer because it perpetuates the idea that science is a boy thing that
she happens to be participating in."
Because Lands' End is hardly the first brand to be called out for marketing to boys and girls
separately, groups like Pigtail Pals, PinkStinks and PrincessFreeZone are working to combat these
strategies. In the comments on her post, Lisa Ryder further suggested that Lands' End offer each of
its designs in a variety of colors and sizes and stop separating its kids' clothing by gender.
Good idea, mom!
(hat tip: Barista Kids)
Like Us On Facebook |
Follow Cool T shirts Us Cool hoodies On Twitter |
Contact HuffPost Parents
http://www.huffingtonpost.com/2014/07/14/lands-end-gender-stereotyping_n_5584617.html