Kids Play Tools Rebranding

Toys and play are essential components of how children understand the world around them and their individual roles in it. Recent studies have indicated that the marketing of toys is now more gender specific than at any other time in history. Our charge for this assignment was to select two toys: one classic building or craft activity, the other pretend play, and redesign packaging / in-store display / marketing to be gender neutral. I designed a line of craftsman toys, because the existing packaging for the pretend tools, benches, and corresponding products really upset me. Out of all of the products I saw at the store and searching around online, the only girl I found was on the packaging of the grill and she was delivering condiments to the boy manning the grill. The Department of Labor has found that the percentage of females in craft related jobs is less than 1%.