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Gender bias and the iconic oven


 McKenna Pope, 13 (right), is petitioning for a more boy-friendly Easy-Bake Oven for her brother Gavyn Boscio, 4.
Julio Cortez/ASSOCIATED PRESS
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Date published: 12/8/2012

BY MICHELLE R. SMITH

Associated Press

PROVIDENCE, R.I.

--Four-year-old Gavyn Boscio loves to cook and asked for an Easy-Bake Oven for Christmas. But when his big sister went to buy one, she discovered to her disappointment that it comes only in girly pink and purple, with girls--and only girls--on the box and in the commercials.

So the eighth-grader from Garfield, N.J., started an online petition asking Pawtucket, R.I.-based Hasbro to make the toy ovens in gender-neutral colors and feature boys on the package.

And celebrity chef Bobby Flay, who owned an Easy-Bake Oven as a boy, is among those weighing in on her side.

In a video McKenna made to accompany her petition on Change.org, Gavyn whips up a batch of cookies and tells his sister he wants a dinosaur and an Easy-Bake Oven for Christmas. When she asks him why there are no boys in the commercial for Easy-Bake Ovens, he explains: "Because only girls play with it."

"Obviously, the way they're marketing this product is influencing what he thinks and the way that he acts," McKenna said in an interview. She said her little brother would probably be OK playing with a purple-and-pink oven by himself but would be too embarrassed to use it in front of his friends.

A spokesman for Hasbro did not return calls for comment.

In a letter McKenna received on Monday, a Hasbro representative told her the company has featured boys on the packaging over the years and said a brother and sister were finalists for the Easy-Bake "Baker of the Year" award in 2009. Hasbro also pointed to Flay as an example of a chef who traced his career to an early experience with the Easy-Bake.

McKenna found the response disappointing.

"All they really told me is that boys play with their products. I already know boys do play with your products, so why are you only marketing them to girls?" she said. "I don't want them to make a boys' Easy-Bake Oven and girls' Easy-Bake Oven. I want them to make an Easy-Bake Oven for kids."


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