Hasbro Responds to Petition Urging Them to Make an Easy-Bake Oven for Boys - Digest - Los Angeles magazine
 
 

Hasbro Responds to Petition Urging Them to Make an Easy-Bake Oven for Boys

Photograph courtesy Hasbro

A change.org petition recently popped up urging the CEO of Hasbro to “feature boys in the packaging of the Easy-Bake Oven.” Eighth-grader McKenna Pope started the campaign when she found her 4-year-old brother, Gavyn, trying to cook and warm tortillas on top of his lamp’s light bulb. When looking to get an Easy-Bake Oven for him as a Christmas gift, she and her parents found it “quite appalling” that the machines only featured girls on the packaging, and that the color schemes on the ovens were decidedly “girly,” with hues of pink and purple.

I feel that this sends a clear message: women cook, men work,” she wrote. “I want my brother to know that it’s not ‘wrong’ for him to want to be a chef.” 

The petition—now with 42,514 signatures at the time of this writing—has its share of high-profile supporters including Bobby Flay, Graham Elliot, and Top Chef alum Kevin Gillespie. PR firm Bullfrog and Baum even put together a video featuring some of the chefs they represent (including Joshua Whigham from The Bazaar and Jeff Mahin from Stella Rossa) supporting the movement.

We reached out to Hasbro for comment, and here’s what they had to say [emphasis ours]: 

“As a consumer centric company we've extended an invitation to McKenna Pope and her family to come visit Hasbro and meet with our EASY-BAKE team. Through the years, based on both market research and buying patterns, we have seen that the primary interest in the EASY-BAKE Oven comes from girls. We have made ‘gender neutral’ EASY-BAKE Ovens in the past and clearly we believe it is a great product that can provide lots of enjoyment for both girls and boys ages 8 and up.” 

Anybody reached out to Alton Brown or Wolfgang Puck for an endorsement deal yet?


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  1. Debra Gaudin posted on 12/13/2012 04:20 PM
    Hasbro may have found that the primary interest in this oven came from girls because it was marketed to girls, and looks decidedly 'girly'. One of my grandsons (age 7) would love to have one for Christmas, but is put off by the 'female look'. We have always encouraged him in his love of cooking and would love to see a version offered in a gender neutral style. I know for a fact we are not the only ones of this opinion. Come on, Hasbro, get with the times!!
  2. Shanna posted on 12/13/2012 09:00 PM
    I agree my son is 7 almost 8 and he is Aspergers. He has been wanting one of these since he was 5! but becuase we can't seem to find that somewhat green one we havent bought it. I think Hasboro would find a lot of families would buy this if they geared one box for girls with pink and purple and girls on the box, and then blue and green with boys on the box for the Gents who would like to participate in the fun activity of cooking! If hasboro is so big on children and learning and thriving, then they should be all about boys learning such an important life skill as cooking!
  3. Saritagz posted on 12/14/2012 04:05 AM
    Hasbro is wrong. My 5 year old grandson loves to cook and bake. We cook and bake together and it is what cheered him up after his double amputation. I went looking for an easy bake oven this season and was also appalled to see they only had girl colors. My grandson is all boy and because of chefs like Bobby Flay, Michael Simon, Guy Fiori and many other great male chefs, boys are beginning to see that it doesn't make them girls to love to cook. With the ideals changing, I believe this is the time to market the male population.
  4. Sarita Gonzalez posted on 12/14/2012 04:12 AM
    Hasbro is wrong. Boys love to cook and bake but in the past were discouraged. However times have changed. We now have many great male chefs like Bobby Flay, Michael Simon, Guy Fiori, Alton Brwn, and many many others who are showing boys that real men love to cook. My grandson is 5 and we are always cooking together. I would love to buy him an easy bake oven but would never take away his love for cooking by buying him an oven that would make him feel like a girl. Hasbro there is a new market out there and you need to go after before someone else does.
  5. HB posted on 12/14/2012 08:17 PM
    Or they could just forget 'gendering' the toy and make it one color for everyone. Easiest solution.
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