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A study of 500 marketing and packaging professionals found that 49 per cent of those polled believed the industry relied heavily on gender targeting packaging.

Toy industry ‘among largest to rely on gender specific packaging’, says EasyFairs

The toy industry is one of the largest sectors to rely on gender specific packaging, according to research from EasyFairs, the team behind Packaging Innovations London 2014.

A study of 500 marketing and packaging professionals found that 49 per cent of those polled believed the industry relied heavily on gender targeting packaging.

Meanwhile, 40 per cent claimed that stereotyped packaging such as ‘pink for girls’ and ‘blue for boys,’ is “just responding to what boys and girls prefer.”

However, less than third believed that a company would lose sales if they adopted gender-neutral packaging, with 28 per cent thinking that gender specific packaging is a smart marketing move.

Of those polled in the survey, one third believed that an increase in gender neutral packaging in on the cards for the toy sector.

“Many brands will work hard to attract a specific gender group, as it’s a tempting way to differentiate it from other similar brands in a sometimes crowded homogeneous product class,” said Alison Church, event director, Easy Fairs.

“The problem comes when the packaging plays on stereotypes. We all know that towards the end of last year,after customer complaints, Marks & Spencer agreed to make its toy packaging gender neutral by spring 2014, and they weren’t the only retail chain to do this.

“Most brand managers work hard to ensure their packaging catches the shopper’s eye whoever the target market is, irrespective of their gender. That’s why at the show we expect to see every kind of new concept – no matter what niche or group someone is targeting, there will be a packaging ideas to inspire them.”

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