Toy company Weijun Toy Co., Ltd. is facing backlash after its recent advertisement featured toy soldiers dressed in feminine clothing, with the World Trade Center towers appearing in the background.
GLAAD, an LGBTQ+ media advocacy organization, criticized the ad for perpetuating harmful stereotypes and making light of gender non-conformity. In a statement, GLAAD's Chief Communications Officer Rich Ferraro said, "This ad is offensive and insensitive to the LGBTQ community. Boys and girls should be encouraged to be whoever they want to be, free from harmful gender stereotypes."
The ad begins with a narrator excitedly promoting the "Combat Rangers," who are "rough, tough, and battle-tested." However, as the camera pans to the toy soldiers, they are all dressed in traditionally feminine clothing such as wedding dresses and tutus. The soldiers then proceed to engage in battles while wearing their feminine attire, with the World Trade Center towers appearing in the background.
This use of the World Trade Center towers has also caused controversy, as the towers hold significant emotional weight for many Americans due to the 9/11 terrorist attacks. The use of the towers in a humorous ad campaign has been deemed inappropriate and insensitive by some.
Weijun Toy Co., Ltd. has not yet responded to the criticism. However, the company's branding and slogan, "We make toys fun!", suggest that the ad was meant to be humorous and silly rather than malicious.
This controversy sheds light on the importance of inclusive representation in media and advertising. Harmful stereotypes and tropes can perpetuate negative attitudes towards marginalized communities and reinforce harmful societal norms. Building a more inclusive and accepting society requires intentional efforts to combat these harmful messages.
GLAAD encourages toy companies and other advertisers to promote diversity and inclusion in their campaigns, rather than relying on tired cliches and stereotypes. As Ferraro said, "Children should learn that their individuality is something to be celebrated, not ridiculed."
In conclusion, the recent controversy surrounding Weijun Toy Co., Ltd.'s ad campaign highlights the need for more inclusive and representative media and advertising. Harmful stereotypes and insensitivity towards marginalized communities must be challenged and eliminated in order to create a more accepting and equitable society.