centered on it. Physical empowerment hyper-feminine characters. For the younger includes size, strength, speed, and skill. girls, that means fantasy characters that Action figure play taps into these fantasies, embody quintessential glamour such as featuring characters that embody physical princesses, fairies, and mermaids. Girls also power. Vehicle play lets boys vicariously respond to nurturing characters such as experience physical power. Sports play is Doc McStuffins. Slightly older girls, ages especially alluring as a means to feel 6 and up, like to pretend to be real-world physically powerful. Even construction play aspirational characters such as pop stars and game play combine mastery with themes and teenagers. involving physical empowerment to turbo-charge appeal (Lego grew dramatically by adding a A Word to the Adults story-based dimension). Many adults bristle when I talk about • Boys’ imitation play: At this age, gender-specific play patterns. The children’s role play no longer focuses on supposition is that culture is driving imitating parental behavior. Instead, these artificial distinctions in how children imitate idealized fantasy children play and that we should shape characters that embody their dreams of our children through proper playthings. Action figures, such as Bandai’s Power empowerment. Boys gravitate to Rangers Super Megaforce Deluxe Megazord, That usually translates to encouraging girls promote physical empowerment for boys. characters that are hyper-masculine, such to play more like boys and, for an as superheroes and warriors. enlightened few, encouraging boys to play more like girls. Neuroscience studies show that cognitively, males and females are very similar, with only a few minor differences. However, Girls’ Imaginative Play • Nurturing/social empowerment play: At this age, girls’ the emotional brain circuits in boys and girls are quite imaginative play encompasses two fantasies: nurturing/social different—this is true from early infancy and for the rest of our and beauty. The first to emerge, often at around age 2, is lives. The emotional underpinnings of children’s natural play nurturing. This involves feeling powerful by taking care of patterns reflect these gender differences. In the next installment, we’ll look at gender differences in someone who is vulnerable. Baby dolls, plush, and pet play are ■ prime examples. Fashion and small dolls offer nurturing play further detail and dive into kids ages 8 to 12 and up. as well (think Babysitter Barbie). As girls grow older, they expand their fantasies of emotional connection to spotlight Nancy Zwiers is CEO and chief funosopher of Funosophy friendships and having fun together—BFFs are very important! • Beauty empowerment play: Most little girls are enamored Inc., a brand-building consulting firm in the play industry. with beauty. When they feel beautiful, or make someone or Founded in 2000, Funosophy conducts extensive research in the something else beautiful, they feel empowered. Feeling area of kids and play and has advised more than 150 clients beautiful is fed by traditional fantasy role play with little girls ranging from start-ups to established companies. Prior to and by reality-based fashion and beauty play with the older founding Funosophy, Zwiers held top executive positions at girls of this age segment. Fashion and beauty drive the majority Mattel, including senior vice president of worldwide marketing of girl toy sales, whether girls are beautifying themselves, each for Barbie. For more information on company research or services, call (562) 243-2909 or email other, their dolls, their bedrooms, or their family’s refrigerator consulting door with crafts. From Barbie and Disney Princesses to arts nancy@funosophy.com. *To read Part 1 of this article, see page 50 in the and craft kits and beyond, little girls can never have too much December/January 2014 issue of The Toy Book. sparkle and shine. **To read Part 2, see page 242 in the February 2014 issue • Girls’ imitation play: Like little boys, little girls are inspired by hyper-gendered cues. Girls’ preferences at this age are for of The Toy Book.
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