The Fox Business story about Hasbro’s turn of fortunes uses gender-normative terminology that, after a tween stared down McDonald’s over its scandalous Happy Meals toys, is no longer politically correct.
Toymaker Hasbro Inc. on Monday said it swung to a profit from a year-ago loss, boosted by strong sales in its girls toys category. Hasbro reported a first-quarter profit of $32.1 billion, or 24 cents a share, versus a loss of $6.7 billion, or 5 cents a share, in the same period a year earlier. (emphasis added, offense unintended)
We can’t call them “girls toys” anymore, for two reasons. In the case of My Little Pony toys, even though they’re intended for girls age 8 and under, adult men are actually buying them and watching the TV show. I wish I was kidding, but I am not. Bronies are a thing, as Ronan Farrow helpfully reported in-depth for MSNBC not long ago.
The second reason that we cannot call girls toys girls toys is because of the courage and forward thinking of Antonia Ayres-Brown. The teen slatepitched McDonald’s out of using gender-normative terminology to describe the toys it puts in its Happy Meals.
In the fall of 2008, when I was 11 years old, I wrote to the CEO of McDonald’s and asked him to change the way his stores sold Happy Meals. I expressed my frustration that McDonald’s always asked if my family preferred a “girl toy” or a “boy toy” when we ordered a Happy Meal at the drive-through. My letter asked if it would be legal for McDonald’s “to ask at a job interview whether someone wanted a man’s job or a woman’s job?”
A few weeks later, I received a short response from a McDonald’s customer satisfaction representative claiming that McDonald’s doesn’t train their employees to ask whether Happy Meal customers want boys’ or girls’ toys, and my experiences were not the norm.
This response was unsatisfying, so I began visiting more than a dozen local McDonald’s locations with my father to collect data. Ultimately, we brought a complaint to the Connecticut Commission on Human Rights and Opportunities against McDonald’s for discriminating on the basis of sex. Despite our evidence showing that, in our test, McDonald’s employees described the toys in gendered terms more than 79 percent of the time, the commission dismissed our allegations as “absurd” and solely for the purposes of “titilation [sic] and sociological experimentation.” All in all, this was a pretty humiliating defeat.
She goes on, and on, and on, from there. Seriously. She and her parents whittled off years of their lives pushing McDonald’s into a position where it is not allowed to speak clearly about an obvious and harmless thing.
The ending of it all is that McDonald’s will now confuse the life out of anyone who asks for the boys toy or the girls toy, until they go away angry that they ever bothered to order the Happy Meal.
Next, one supposes that Ayres-Brown will demand that McDonald’s create Happy Meal toys for each of Facebook’s 50 gender options.
That could take a while.