An Open Letter to Kinder Joy

Dear Product Design team at Kinder (who came up with the beaten-to-death idea of telling little girls that they like pink, and that they should stick to playing with dolls)

I am a mother of three little girls (awww, I know) and I want to tell you a thing or two about them. No, it’s not my idea of a great pass time to write to companies extolling the virtues of my children (I’d do that on facebook if I ever became insane enough). I write to you because I think you need this unsolicited advice, because you don’t really know the kids you claim to make happy.

Allow me to explain.

You see, your blue-for-boys and pink-for-girls idea is a bit – how do I say this? nauseating. Not to mention, so clichéd and trite that it makes me wonder how companies like yours arrive at such regressive and frankly threadbare decisions. It makes me wonder if you even know children at all. Actually, I can quite safely say that you don’t, which is why I want to tell you a little about mine. Please do hear me out.

My girls like pink, sure, but just as much as they like, say red, white, yellow and for that matter blue (surprise surprise). They play their doll games when they want, but they also like to cycle, run in the park, climb monkey ladders, swim, play tennis and build stuff, you know the kind you pack in the “for-boys” Kinder eggs – you do know the ones I am talking about? That’s right, those most predictably blue-coloured Kinder Eggs; the, you-must-like-large-eyed-fairies-because-you’re-a-girl and you-must-love-cars-because-you’re-a-boy, those ones.

Seriously Kinder Joy? Pink and Blue? This is your idea? This is what creative-off sites in companies lead to? I mean, I may not be a marketing expert, but really this baffles and disgusts me at the same time. Selling chocolates by gender? Wow.

Maybe it’s just me, but really, I am thinking why a company like yours would do this? Is it because you think that little girls would not like/ be interested in/ be able to put together a little puzzle or a want to play with a truck? That they would much rather have some fairy to pop out, which they can then take to their other similar minded friends (read girls) and proceed blithely into a soft-focus world of make-believe tea parties, which is where they belong? Because you think that building things is for boys, which, if your site is anything to go by, is what they do, with their dads by the way, because mommies would rather wear fitting tops and jog (yes, on your site too– them stock images, I tell you). Boys like to cycle wearing blue helmets and girls like to wear pink and kiss their mommies or hold soft and fluffy teddy bears. That’s your idea of kids (again, it’s on your site, do re-visit – all there).

Telling images apart, there’s also a lot of politically-correct sounding rhetoric on your site. But here I am reminded of the age old saying – that actions speak louder than words – you make all these tall claims about raising happy kids and all the rest of it, and then you climb on to your self-made pulpit and tell them what they should play with. You girls there, here are your pink toys, now run along, be off, sit like little ladies in a corner and do your girlie stuff, whatever that is.

I want to ask you Kinder, who gave you the right to lure my child with a chocolate and tell her what her idea of a toy should be? Who gave you the authority to instill in her vulnerable little mind ideas about gender? Do you even realize what you are doing? Have you no feeling of responsibility towards the very children you claim to aid in raising happy?

What I want to say to you is this – please look at children as children and not girls and boys on whose little backs you can ride all the way to the bank. You make chocolates all you want, but if you must club them with toys, do it responsibly. Go ahead, do your product re-launches, meet your quarterly targets and all the stuff companies do, but think of something better than this. It’s really a telling sign when someone like you feels the need to fall back upon the most overused and offensive stereotype in the world.

I am sure you can do better Kinder. Give it a shot.

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