Gender Specific Version of 90s Toys: Stereotyping at its Finest

From infancy, we learn that blue is boys and pink is for girls. Even idealistic parents who seek to give their child a more open-minded experience usually succumb to the plethora of gender-specific paraphernalia in the marketplace. When it comes down to it, your kid is most likely either going to beg you for a dolly or a monster truck, and you're just going to have to deal with it and shell out the cash for different toys for different gendered siblings.

Toy companies are savvy to the fact that creating gender specific toy options gives them double the revenue avenues. They pretty much only have to think up one idea and then tint it either blue or pink accordingly. Figuratively speaking, that is. I don't imagine they actually have an idea dyeing process.

Some of the ideas translated well to dual versions, while others may have been best left to appeal to a single gender. I mean, let's be real here. Everyone knows it's cool for Transformers to turn from a car into a robot. It's fully functional, and now endorsed by Megan Fox. But for a doll to turn into a cupcake? What exactly is the functionality on that one? At least as a robot you can wreak general havoc and destruction. What new power do you gain by disguising yourself as a tasty baked good?

Narrow minded toy producers gave us a clear-cut stance on gender stereotyping, advertising the toys exclusively to the designated gender and thus alienating any kid who may like to play with a toy aimed at the opposite sex. They weren't out trying to destroy individuality, they just wanted to make truckloads of money and figured that appealing to their main audience would probably do that trick. Here are just a few of the stereotypical girl version/boy version dichotomies of toys available to children in the 90s:



Girl Version: Treasure Trolls
Boy Version: Battle Trolls

Let's play a game. It's called good idea/bad idea. It goes a little something like this: troll figurines with rhinestone belly button embellishment? Good. Reinterpretation of that same cuddly figurine to wield an axe and nun chucks? Bad. Don't get me wrong, I understand that trolls are by nature supposed to be gruff and aggressive, but the troll toys available on the market place were generally pretty friendly. The regular ol' trolls were fairly gender neutral until Ace decided to baby dollify them to attract an offshoot group of fawning young girls:



Of course that girl in the commercial would wish for curly hair. She couldn't possibly want a better understanding of precalculus or biomedical science. Nope, its pretty much all about looks. Thanks, Ace!

Hasbro took a slightly different approach in marketing to juvenile male consumers:



Geez, these things are threatening. And we wonder why boys grow up to be so aggressive?



Girl Version: Treasures n' Trinkets Jewelry Making Kit
Boy Version: Creepy Crawlers

Creepy Crawlers have been around for decades, entertaining children with marginally hazardous ovens with the power to nuke gooey bugs. Boys got to do this:




While girls got to do this:




Why exactly young girls would want to make earrings and necklaces out of a disturbingly gummy goo is beyond me, but apparently ToyMax thought they had a real winner here. To be fair, I did own this toy, and I did wear the clip-on earrings. They were sort of cute, in a why-the-hell-am-I-wearing-pink-slime-on-my-earlobes kind of way.



Girl Version: Cupcake Dolls
Boy Version Transformers

I know I've already began a partially-completed rant up top there, so I should just let these commercials speak for themselves.

Boys had this:



Whereas girls had this:



I'm sorry, "she cooks sweet and looks sweet and smells sweet, too"? Boys get killer robots and we get a junior housewife in training? Boy, I just can't wait to rush home so I can practice baking and looking pretty. Who needs global robot takeover when you've got domestic skills?




Girl Version: Barbie Lamborghini Power Wheels
Boy Version: Jeep Protector Team




Yes, you heard that right. We're going to shop, shop, shop, till we drop, drop, drop. Now there's a positive message to send young girls. Let's just hope our young male suitors packed a credit card in their kawasaki ninjamobiles.

Power Wheels Ad- Jeep Adventure Team
Uploaded by a90sfan. - Full seasons and entire episodes online.

Well, isn't that nice? Boys get to be heroes and girls get to go shopping. How enlightened. Thanks, Mattel!




Girl Version: Happy Meal Barbie Toys
Boy Version: Happy Meal Hot Wheels Toys


McDonald's Commercial (1998) - The best free videos are right here

I admit this one is sort of a cop-out. Barbie and Hot Wheels are not really related in any way other than that they are both children's toys and obviously have some sort of lucrative relationship with McDonald's. They're certainly not alternative versions of the same toy. Rather than selecting a universally appealing consolatory toy to offer children as kudos for finishing their McNuggets, McDonald's went the route of giving all boys one model toy and all girls another. The message here was clear: girls should like dolls, boys should like cars, and McDonald's counter employees will scorn and berate you for requesting otherwise.



I'm not all that up on current toys so I really couldn't tell you if today's offerings are any more enlightened. It's pretty safe to say that as long as there exists a marketable demographic of toy buyers, toy companies will employ utterly shameless tricks with little regard to sensitivity or diplomacy. That is to say, corporations will continue to shill pink crap for girls and blue crap (with lasers!) for boys until it stops being profitable. If you can't beat the system, you might as well join on in. Now where's that cupcake doll?

The Mary Kate and Ashley Olsen Empire

It may be difficult now to think of Mary Kate and Ashley Olsen as anything other than socialite bag ladies, but back in the 90s they were amongst the most successful young entrepreneurial stars on the scene. Don't let their current air of homelessness fool you: these girls have been building their multimillion dollar empire brick by straight-to-video brick since they were old enough to legally appear onscreen. Love them or hate them, they built themselves as an incredibly successful brand. Yes, they've stamped their name on everything from shampoo to training bras, but something's got to keep these girls in poorly fitting oversized sweaters.

When the girls debuted in TGIF's Full House as infants, a crafty lawyer saw great potential in capturing and packaging their essence. Their manager Robert Thorne created Dualstar Entertainment and in a then-shocking move named the girls (at seven years apiece) as executive producers. Moguls don't come much mini-er than that. While most of their peers were mastering the monkey bars at recess, the Olsens were already overseeing a fast-growing empire. Not too shabby.

Tween programming was still mostly an untapped well in the early 90s, with most media producers focusing on capturing the attention of either children or teens with no middle ground. The twins' manager saw an opportunity for some serious tween-tapped revenue and capitalized it by building the girls into a tightly managed, well-defined product that sold well with young girls and parents alike. While they may have shaken their once-wholesome all-American image, their fame is hinged on the fact that they turned selling out into a legitimate business prospect:


Full House

The twins got their start on Full House when they were only 9 months old, making them celebrities practically since birth. The girls were hired to play a single character, Michelle Tanner, to comply with time limitations of child labor laws. Initially, producers tried to hide the fact that Michelle was played by two different actresses. When Mary Kate and Ashley soon began developing a fan base, however, they quickly changed their tune. These girls had star quality from a young age, as you can see from the following interview with them. Warning: if you're sensitive to adorableness, you may want to skip this one.





To Grandmother's House We Go/Double, Double, Toil and Trouble/How the West was Fun

During their time on Full House, Mary Kate and Ashley expanded their young fan base by starring in a slew of children's made-for-TV movies. This cheesy fare went over well with young audiences and their overprotective parents, further skyrocketing the twins to atmospheric fame.





Our First Video

In 1993, the twin's manager saw great potential in the straight-to-video market, expanding the twins' brand to include children's videos with tie-in musical numbers. I watched this VHS so many times that the tape began to unravel, leaving me inconsolable. I just wanted to watch "I am the Cute One" and "Nobody Tells the President What to Do" on repeat approximately twenty thousand times. Is that so much to ask?

I'm not sure if the music industry would technically classify any of these songs as singles, but I do remember hearing "Brother for Sale" on the radio. Granted, it was a kid's station, but I was pretty convinced that these girls had a hit record on their hands.





The Adventures of Mary Kate and Ashley

Sometime around this era I distinctly remember receiving my Mary Kate and Ashley Olsen Fan Club Starter Kit in the mail, which was essentially a brochure for all of the overpriced things I could ever imagine begging for. Following Full House's cancellation, Dualstar expanded their straight-to-video enterprise with a series of MK&A adventure movies.

In these videos, the girls played kid detectives fully decked out in 40s-style detective gear. Everyone knows that's how real detectives go undetected: by dressing the part. By this point, the girls were pretty much unstoppable. The plots and acting were almost entirely inconsequential. It was shameless brand-building and we ate up every minute of it.




You're Invited....

The idea that Ashley and Mary Kate would even consider inviting me (me!) to their costume/dance/sleepover party was almost too exciting to bear. Okay, so everyone who could convince their parents to shell out the twenty bucks for the video was on the guest list too as far as Dualstar was concerned, but still.




It Takes Two

The Olsens made the leap to the big screen with 1995's It Takes Two. It was sort of a Parent Trap rip-off with a less substantiated premise, but it was a huge hit with kids. This was a simpler time, when Kirstie Alley was still of Hollywood proportions to play the female romantic lead and Steve Guttenberg was a household name. I was, per usual, surprised to learn that the movie holds a remarkably putrid 9% fresh rating on RottenTomatoes.com. For those of you slow on the math front that's 91% rotten. Yikes. As a kid, I was pretty certain this film was a masterpiece and was thus shocked at the Academy's blatant omission of the movie in its nominations. For shame.




Two of a Kind

You know what's a really good idea? Naming the main characters in the show after the actors but mysteriously changing their last name. Now that's good writing. The short-lived Two of a Kind premiered on TGIF in 1998, featuring Mary Kate and Ashley Olsen as Mary Kate and Ashley Burke. See? Brilliant. The show's ratings were a serious disappointment, leading to its cancellation after one season. Remarkably, though, during that time they managed to release 39 (!) book adaptations of the show. That's just impressive.




Billboard Dad/Switching Goals/Passport to Paris/Our List are Sealed/There Aren't Enough Front Slashes in the World to Complete this Insanely Extensive List of Straight-to-Video Movies

Ashley and Mary Kate cemented their status as tween icons with their incredibly successful straight-to-video offerings. They always played a different set of twins, but each set seemed to suffer from Wakefield syndrome: that is to say, one was a Jessica and the other an Elizabeth. I guess it's pretty much inevitable. I mean, how could there be any twins out there with something in common? No, polar opposites are really the only available permutation.



While Mary Kate and Ashley have moved on to pursue separate and more grown-up ventures, their empire remains intact. Dualstar even represented those twins from The Suite Life of Zack and Cody for awhile, proving that the company has some strangely sustainable twin business out there. The Olsens may not be the squeaky-clean tween idols of days past, but many of their fans remain fiercely loyal. These girls were workhorses from ages 0-18, so it's pretty fair to let them off the hook now with full-time gigs as essentially mannequins for enormous sunglasses and tattered scarves. They've earned it.

90s Swing Music Revival

It's truly a sight to behold when the mainstream kids manage to wrangle something cool and underground from those pesky elitist hipsters. Those young people associated with esoteric trends and super-secret clandestine interests are always up there on their high horses, explaining that yes, they knew about it before it was cool. Those of us in general mainstream society don't have to apologize when we succeed in wrestling something fun from the white-fingered death grip of our too-cool neighbors. If anything, we should classify it as a rousing victory.

Such was the case with the swing revival of the late 90s. Swing enthusiasts abounded in hipster culture long before it made its way into the conventional current and they'll never let us forget it. We all know it's the job of the dominant popular culture to take whatever is up and coming on the cool front, toss it around a room of middle-aged white guys in suits for a few hours, and present us a repackaged profit-driven consumer-hungry version of it. For the non-hipsters among us, we were more than happy to jump on the bandwagon. If we could manage to Lindy Hop on, well, then all the better.

There were many forces at play pushing the swing revival to the forefront of pop culture, but luckily for you I'm neither motivated nor educated enough to care to describe them in accurate detail. Instead, please enjoy this watered-down version of the events complete with video accompaniment.

The mainstream revitalization of swing tied in with period movies showcasing upbeat and fast-paced swing numbers. I guess plain ol' non-hipster America wasn't quite ready for an onslaught of modernized swing-dancing lifestyle cues, so we settled for seeing some peppy song-and-dance numbers in films set in the past where swing belonged. In A League of their Own, the girls go out for a night on the town and show off their incredibly well-choreographed and dubiously spontaneous moves.


A League of their Own (1992)


A year later, Swing Kids unleashed the goods on the underground swing music and dance way of life. Okay, so the film was set in World War II-era Germany, but we still were able to translate their off-the-beaten path experience to our own lives. At the very least it's nearly impossible to watch this movie without having some flicker of desire to learn the Lindy Hop. It's pretty much inevitable.


Swing Kids (1993)


Swing in mainstream media quickly progressed from showcasing the dance moves of the past to incorporating them into movies set in the present day. Admittedly some of these movies featured Jim Carrey with a pliable green face and a yellow zoot suit and were thus perhaps not particularly grounded in reality, but they did feature some fun swing scenes.


Royal Crown Revue in The Mask (1994)


Subtlety waning, Miramax released the aptly titled Swingers in 1996. I haven't seen Couples Retreat but based on hearsay I'm going to go out on a limb and say Vince Vaughn and John Favreau have downslid pretty damn far since their Swingers days. In Vaughn's case, it appears he may have slid directly into a vat of cheeseburgers and milkshakes. Regardless, my love for these too was generally unshakable since Vince Vaughn coined "Vegas, Baby!" In a particularly memorable scene, Favreau and Heather Graham swing dance their way through a hole-in-the-wall club. Maxim named this one of the ten most uncomfortable movie dance scenes ever, but I beg to differ.


The Cherry-Poppin' Daddies in Swingers (1996):



Many of these musicians' records hit the top of the charts by the late 90s, with audiences feeling the revival of the big band vibe. The Brian Setzer Orchestra enjoyed a heyday of popularity at this time with their cover of Louis Prima's "Jump, Jive, and Wail", giving us a music video that made us all want to sign up for swing dance classes. The combination of the retro feel and more modern arrangement lent a unique sense of timelessness to the track. It really is an incredibly catchy tune.


The Brian Setzer Orchestra

Brian Setzer Orchestra
Uploaded by Roselyne14. - Music videos, artist interviews, concerts and more.

It didn't hurt that the then-current Gap khaki campaign chose "Jump, Jive, and Wail" to feature in their "Khaki Swings" ad. If we didn't think something was mainstream already, we had the Gap to come and shove it in our faces. Watching these attractive multicultural young people was among the straws that broke the proverbial camel's back in the transformation of swing from an underground movement to widely accessible phenomenon. If you could swing in khakis, it's safe to say it wasn't really all that hipster anymore.


Gap Commercial "Jump, Jive, and Wail"



For the full post on 90s Gap commercials, click here


In 1999, swing made yet another appearance in the movies in Blast from the Past. Fraser's character had grown up virtually suspended in time in a fallout shelter, so obviously he's incredibly adept at swing dancing. That's what we do in fallout shelters, people. Study the art of dance. Everyone knows that.


Big Bad Voodoo Daddy in Blast from the Past (1999):

Shall We Dance? - Funny home videos are a click away

Though the trend sustained itself a couple of years into the new millennium, it then faded away just as quickly as it had arrived. Unfortunately for the rest of us, that means we've got to move onto the next hipster genre to steal. What do you think? Should we go with ironic mustaches or inserting the word "postmodern" casually into everyday conversation? It's your call.