In the past marketing was pretty simple. There were girl toys like dolls and boy toys
consisted of trucks and sports equipment. Today’s kids are blurring the lines and rewriting the old marketing strategies.
Girls like sports and play ones that traditionally were played by boys. Cooking especially is a hot button. Girls held the monopoly on anything cooking and baking related.
But with the popularity of the Food Network and Cooking Channel kids, especially boys are growing up seeing these chefs on TV. They see Bobby Flay, Robert Irvine and Guy Fieri make cooking look fun and they don’t want to be left out.
Recently a four year old in Providence RI asked his family for an Easy Bake Oven. The problem is Hasbro only makes this in pink and purple and the box features girls on the front. Little Gavyn Boscio was confused about this and his older sister started an online petition to have Hasbro offer some different colors boys would like and to show them on the box as well.
Even celebrity chef Bobby Flay has shared his experience that he faced the same problem when he was growing up and wanted his own Easy-Bake oven.
Hasbro needs to recognize times have changed and so have today’s kids. Cooking has become cool and kids are growing up nutritionally more aware than they were in the past. They want to know what they are eating and have a part in creating their meals. This means you are going to have boys who want to show their cooking skills with their own Easy-Bake Oven.
If Hasbro doesn’t reconsider then it won’t be long till another manufacturer comes out with their own product to appeal to these young chefs and then Hasbro will feel it in the loss of sales.
Do you agree that Easy-Bake ovens should come in colors that would appeal to boys and girls?
Sandy Miller has been helping clients with marketing and advertising projects for over 15 years. In that time I have seen lots of changes but nothing as exciting as the introduction of social media.