"Boys and dolls; girls and cars" : Children’s reactions to incongruent images in a retailer’s catalogue
Résumé
Purpose:
French retailer Système U has triggered controversial debates among professionals and parents
recently, by inserting visuals revolutionizing gender norms in their Christmas toy catalog, with boys
nursing dolls or girls playing cars. As children’s perceptions have not been included in these debates, the
purpose of this paper is to explore their reactions across age groups, regarding this catalog and its
incongruent visuals.
Design/Methodology/Approach:
An exploratory qualitative study was conducted with 26 children aged
5 to 10, from middle to upper social class. The methodology combines, with each individual, participant
observations and semi-directive interviews. First, each child is observed while freely flipping through the
catalog and commenting. Second, after closing the catalog, children are asked what they recall and
which visuals. Third, the interview focusses on 4 incongruent visuals of the catalog in turn, to further
explore reactions.
Findings:
Results show first that incongruent visuals are not spontaneously noticed and memorized by
children, except by girls aged 9-10. Second, children’s acceptance/rejection of these visuals and toys is
influenced by (1) the stage of gender constancy when rigidity about gender intensifies (between 5-7), (2)
children’s own flexibility towards gender roles at 8-10, and (3) the collective destination of the game.
Originality/value:
This paper adds to the literature in revealing children’s reactions to a toy catalog
containing incongruent visuals, introduced recently. It provides new insight into how children notice and
memorize these visuals, and about variables explaining their appreciation of these pictures and toys
across age. It gives practical implications for retailers to better adapt their catalogs.