Children’s Toys (Gender–specific Marketing)

Debate between Peter Luff and Chi Onwurah

Wednesday 5th February 2014 Westminster Hall

[Chi Onwurah (Newcastle upon Tyne Central) (Lab)]

It is a pleasure to serve under your chairmanship on such an important topic, Mr Hood. I can think of few questions that occupy parents of young children more than how their children can reach their full potential, and there are few long-term challenges that are more important than having a balanced, sustainable economy with science, engineering and manufacturing at its heart. That is what this debate is really about—or, to quote the name of one of the foremost campaigning groups on the subject, it is about why we need to let toys be toys.

Before entering Parliament, I spent two decades as a professional engineer, working across three continents. Regardless of where I was or the size of the company, it was always a predominantly male, or indeed all-male, environment, but it is only when I walk into a toy shop that I feel I am really experiencing gender segregation. At some point over the past three decades, the toy industry decided that parents and children could not be trusted to figure out what to buy without colour-coded gender labelling—that means Science museum toys being labelled “for boys”, whereas miniature dustpans and brushes are “Girl Stuff”, according to SportsDirect.

I say over the past three decades, because there was a time when toys were toys and blue and pink were just colours. An Argos catalogue page from 1976 shows toy houses, prams and so on all in different colours. Now they only sell them in pink. Recently, a Lego advert from 1981 went viral on the internet because it showed a girl proudly clasping her latest Lego creation. None of the text was gender-specific and the girl was actually wearing blue.

What happened? Did someone dye the Y chromosome blue in the ’80s or force the X chromosome to secrete only pink hormones? No. This aggressive gender segregation is a consequence of big-company marketing tactics. Every successful marketeer knows that differentiation makes for greater profit margins and segmentation gives a bigger overall market, so with three-year-old girls only being able to “choose” pink tricycles, the manufacturer can charge more for that special girly shade of pink and the premium princess saddle. Of course, that trike cannot be handed over to a brother or nephew, ensuring further sales of blue bikes with Action Man handlebars. It has got to the point where it is difficult to buy toys for girls that are not pink, princess-primed and/or fairy-infused.

I go to craft markets, including the excellent ones at Grainger market, the Quayside in Newcastle, and Tynemouth station. At least there people can still find a range of colours for boys and girls, but what may be driving big-company profit margins is limiting our children’s choices and experiences. It is ultimately limiting the UK’s social and economic potential, as well as helping to maintain the gender pay gap.

The lack of women in science and engineering has long been a matter of real concern to me. As a child, I suffered from what I now call Marie Curie syndrome—the inability to name more than one woman scientist. During my career in engineering, I realised that many contributory factors were keeping women out, from old-fashioned sexism to parental preference for what were considered cleaner professions. As an MP, I became aware of organisations such as Pinkstinks, which was founded in 2008 to celebrate the fact that, as it put it,

“there’s more than one way to be a girl”.

In 2011, after a campaign by Laura Nelson, Hamleys on Regent street abandoned its pink girls’ floor and blue boys’ floor. That same year, Peggy Orenstein’s book, “Cinderella Ate My Daughter”, explored princess culture and how it is marketed to young girls. The recent complaints about Disney’s attempts to make over Merida, their one feisty, adventurous princess, into yet another pink replicant highlighted the dearth of non-aristocratic role-playing opportunities for girls.

What really made me focus on this issue was a letter that I received from a constituent about Boots in Eldon Square, Newcastle, where I often shop. She said:

“The children’s toys section…displays signs saying ‘girls’ toys’ and ‘boys’ toys’ above the shelves…This perpetuates gender stereotypes...discourages boys from playing with dolls, and girls from playing with Lego.”

At the same time, the group Let Toys Be Toys published a survey that found that half of stores used explicit “boys” and “girls” signs above shelves. It did a lot of work to highlight the impact of such signs on beliefs, attitudes and career choices, as well as the backlash from children and parents, unhappy that their children’s choices were being constrained. Let me quote a recent example from seven-year-old Charlotte, who wrote to Lego about their girls’ Lego range, Lego Friends:

“All the girls did was sit at home, go to the beach, and shop, and they had no jobs but the boys went on adventures, worked, saved people, and had jobs, even swam with sharks. I want you to make more lego girl people and let them go on adventures and have fun ok!?!”

Yes to that, Charlotte.

[Sir Peter Luff (Mid Worcestershire) (Con)]

I rise to apologise to the hon. Lady and to congratulate her. I apologise because I cannot stay for this debate, because of its new timing; I have a meeting to discuss precisely this issue with someone else in another place. I congratulate her on securing the debate, because this is an immensely important subject. I urge her to resist the criticism that I am sure she is receiving from reactionary voices, who say to her, “This is irrelevant. It is political correctness gone mad.” It is not. Such issues shape girls’ attitudes, particularly to science, technology, engineering and maths, or STEM, subjects, and we must address that if we are to address the serious gender gap in engineering and science subjects. I congratulate her unreservedly on securing the debate.

[Chi Onwurah]

I thank the hon. Gentleman for that intervention. I appreciate his words of support as well as the campaign that he is leading to encourage girls into engineering. It is true that there has been some suggestion that this is not an important debate for today. I know that the economy is the prime concern of my constituents right now, but this is about our long-term economy, our future society and our ability to compete in decades to come.

The issue is of interest to my constituents; another constituent wrote to complain that in the Gateshead Toys R Us, the Lego police helicopter has a sign in front of it telling people that the girls’ Lego range is round the corner in the girls’ aisle—so police helicopters are not part of the girls’ range. The campaigning group, ScienceGrrl, sent me this post from one of its members:

“Recently I bought my daughter new pyjamas, they were from the ‘boys’ section in M&S. They had robots on. My daughter spent about an hour before bed time pretending to be a robot and we talked about electronics and space”.

As that comment and the hon. Member for Mid Worcestershire (Sir Peter Luff) suggested, there is a link between children’s play, how their imagination is inspired and the careers they choose. Research from many sources, including Argos, interestingly, demonstrates that. Analysis from the Association of Colleges shows markedly different career preferences between girls and boys as young as seven, and that is also one of the reasons for the gender pay gap.

I regret that one of the Government’s first actions on coming to power was to end the funding for the UK Resource Centre for Women in Science, Engineering and Technology, which sought to provide a coherent strategy to promote gender balance in STEM. I got the impression that the Government saw their role as being to step back and let the market deliver, in what might be described as a “rising tide raises all boats” approach. However, when I started my engineering degree, 12% of my peers were women, and 30 years later, I am afraid to say that the proportion of female engineering students has not increased at all, so the market has not delivered. At 6%, the UK has the lowest proportion of female professional engineers in Europe. India, a country that has a significant gender literacy gap, manages to attract more women into STEM than we do.

That imbalance is a question not only of social justice but of UK competitiveness, and it is a key factor in the gender pay gap. Traditionally male jobs traditionally pay more than traditionally female ones. Key political and social questions about climate change, genetically modified food, healthy ageing and an expanding population have science and engineering at their heart, and I do not believe that it is acceptable to lock out 50% of our population from making their contribution on those important questions.

As the Government struggle to rebalance the economy towards engineering and manufacturing and away from short-term, housing-fuelled growth, I believe that there is support for a more proactive view. I welcome the recent strong support from the Secretary of State for Business, Innovation and Skills for encouraging girls into STEM, and the hon. Member for Mid Worcestershire’s vigorous campaign for more female engineers. The Under-Secretary of State for Education, the hon. Member for South West Norfolk (Elizabeth Truss), also recently acknowledged the role of toys in putting girls off maths. With such cross-party consensus, and with active campaigning organisations such as Let Toys Be Toys, Pinkstinks, ScienceGrrl and the Everyday Sexism Project, I hope we will see real change.

The latest survey carried out by Let Toys Be Toys in November gave some grounds for optimism. It found that only a fifth, rather than half, of stores still used explicit gender labels, but 72% use gender cues such as colour coding. The best-performing toy stores were Hobbycraft, Toymaster and Fenwick—from Newcastle, although I am sure that that is coincidental—and the worst-performing store was Morrisons. I should say, however, that when it heard of my debate, Morrisons wrote to me to say that it plans to arrange products based on their cost, and to end the use of pink and blue. Tesco had the most gendered catalogue and Debenhams the most gendered website. Newcastle Boots has taken my constituents’ criticisms on board and no longer uses “girls” and “boys” signs to demark toys.

I hope that the debate helps industry to understand the importance that Parliament places on the matter, and the likely consequences of continued gender stereotyping. I would appreciate it if the Minister could clarify the Government’s position on the gender stereotyping of children’s toys and the impact that it has. What is the Minister doing to encourage more balanced marketing to children? What does she have to say to public sector organisations that may encourage stereotypical views of girls’ play? I am not calling for legislation. However, others have observed that it is illegal to advertise a job as being for men only, but apparently fine to advertise a toy as being for boys only.

Why should girls be brought up in an all-pink environment? That does not reflect the real world. Had anyone attempted to give me a pink soldering iron when I was designing circuit boards, they would have found my use of it not at all in accordance with their health and safety. Just as importantly, why can future fathers not play with dolls?

Yesterday, I became a proud aunt to twins, a girl and a boy. As one might imagine, I did not welcome them into the world with gender-specific or colour-coded toys. I hope that as they grow through childhood, they have the chance to play with toys that are toys, and not colour-coded constraints on their choices.

Engineering Skills (Perkins Review)

Debate between Peter Luff and Chi Onwurah

Tuesday 10th December 2013 Westminster Hall

[Peter Luff]

The hon. Gentleman explains the purpose of my remark better than I did, and I am grateful for his intervention.

Engineers cannot tell us what they do, at least not consistently. Ask an engineer what engineering is, and they will often give compelling answers that are brilliantly insightful, but engineers are all different. I think it was the Prime Minister who recently described engineers as

“the poets of the practical world.”

He is right, and it is that sense of wonder at what engineering can achieve that will help us to achieve our objective of getting more young people into engineering.

I like the description on the bottom of a Women’s Engineering Society poster:

“Engineering is all around us. It’s in the phone in your hand and the shoes on you feet. It’s in sub-sea pipelines and supersonic planes, towering skyscrapers and nanotechnologies. It’s even in the perfectly-baked cupcake (ovens don’t heat themselves). And it’s engineers who make all this possible—just try imagining a world without them.”

We must make engineering more diverse, not for the sake of political correctness but because members of ethnic minorities and women who are not engineers but could be are missing out on one of life’s great opportunities. Engineering skills shortages would be considerably less acute if we could make engineering more diverse.

I am grateful to the Women’s Engineering Society for drawing my attention to an article in this month’s Top Gear magazine containing 40 images of a Formula 1 team. All the people are white men except the press officer and the six hospitality staff, who are in short skirts, of course. Intriguingly, the head of electronics looks rather like Doc Brown from “Back to the Future.” Perhaps Top Gear wants to take us back to the future of a world in which engineering is dominated entirely by men. Even Jeremy Clarkson might be a little embarrassed by the stereotypes portrayed in the article. The girls at Silverstone university technical college, whom the article purports to be about, are very cross that they are being so badly misrepresented by the magazine. I think Top Gear will be correcting the record, but the article is an example of the kind of problems we face.

[Chi Onwurah (Newcastle upon Tyne Central) (Lab)]

I thank the hon. Gentleman for giving way. I apologise for being late and because I cannot stay for this important debate due to other engagements. I congratulate him on bringing forward this critical debate. Does he agree that that Top Gear illustration shows not only how engineering is often portrayed in the media, but also the challenge for young girls seeking to go into engineering—as I did, as a chartered engineer? It is a negative portrayal of what can actually be a most inspiring, engaging and fulfilling career.

[Peter Luff]

I absolutely agree. Having come from an engineering background, the hon. Lady says that with much more effect than I can—politics’ gain is engineering’s loss. I am most grateful for her helpful and entirely correct remarks.

In a ten-minute rule Bill in February, I tried to be simple and focused. I wanted to increase demand from young people and to make them more enthusiastic about pursuing STEM subjects—science, technology, engineering and maths—and careers, whether as apprentices or graduates; to inspire them about the possibilities in engineering, science and technology; to show them by practical example and experience while at school that engineering and technology are exciting and important careers; and then to sustain that interest throughout their time at school.

Some things have changed for the better since February. A new design and technology curriculum provides the opportunity for schools to work with businesses to deepen understanding of the realities of engineering, which was my first objective. I want to pay real tribute to my hon. Friend the Member for South West Norfolk (Elizabeth Truss), the Minister with responsibility for schools, for working with all groups involved to transform the Government’s original proposals. Sadly, I see fewer signs than I would like that the Department for Education really understands its role in helping young people to prepare for the world of work. Employers still sense reluctance at the Department for Education to regard schools, in the memorable phrase of my hon. Friend the Member for Gosport (Caroline Dinenage), who hoped to be here but is sadly indisposed, as part of the supply chain for industry.

I suspended my campaign on the policy suggestions in my Bill and said that I would wait for the Perkins review. It was due in July and sadly delayed to November, but it proved well worth waiting for. As I waited, I concentrated on two issues. The first was the need to do much, much more to inspire young people about the opportunities in engineering, and second was the need to counter the appalling gender stereotyping already discussed. I was therefore delighted to see those two issues considered so thoughtfully in John Perkins’s review, but the response of the engineering community now needs to be clear and convincing and needs above all to take on the challenge of marketing engineering to young people, starting at primary school age.

I should step back a moment and offer categorical congratulations to Professor Perkins. Indeed, the Royal Academy of Engineering has encouraged me to offer a bouquet to Professor Perkins and the wider Department for Business, Innovation and Skills team

“for conducting an exemplification of open policy making. John actively sought out the views of the engineering profession and created the conditions where institutions large and small could get their voices heard. It was brilliant work.”

It also offers a bouquet to the Department for Education, by the way, which, despite my earlier reservations, I do endorse,

“for their reforms to Computing, D&T and vocational education and their willingness to take detailed advice from the engineering profession. The engagement on both sides has been excellent.”

Steve Holliday, chief executive officer of National Grid described the Perkins review to me as

“one of the best reports I have seen in quite some time”.

I agree with all that, but I want to examine one or two details with a critical eye. The royal academy offers the correct cautionary note:

“None of this is easy—particularly the things around diversity—and so on-going collaboration between Government and the engineering profession is key. We’ve had that during the periods of review and reform [good] and now the challenge is to find a mechanism to keep that going in the long term steady-state.”

We need an implementation plan from the Government and from the engineering community.

Against that background, I offer eight observations on areas of the report. The first is a particular bête noire of mine: the lack of attention to defence. The report is strangely silent on the wider security and national resilience issues caused by a shortage of British engineering talent. Defence and security face the greatest threats, as they often cannot use non-British labour on national security grounds. It is true that the bigger companies, such as BAE Systems and Rolls-Royce, have no problem recruiting as they are so well-known. They are now over-recruiting to their apprenticeship programmes to feed apprentices into their supply chains, which is welcome and good of them. Smaller companies, however, face huge challenges in finding the right skills. Organisations such as GCHQ are also challenged and need all the home-grown cyber-expertise they can find. I am delighted to be a member of the skills group of the defence growth partnership, and I hope to be able to play my part and to address some of the issues.

My second concern, at which I have already hinted, is that the age group recommended by Perkins is too old. We need to go younger. The National Foundation for Educational Research looked at features of the activities and interventions in schools that were most successful at improving young people’s engagement in STEM. It found that of the five most beneficial activities they identified, the first was to engage pupils at an early age and at key transition points. Indeed, the Perkins review actually says:

“If we are going to secure the flow of talent into engineering, we need to start at the very beginning…Starting to inspire people at 16 years old is too late; choices are made, and options are closed off well before then. So we need purposeful and effective early intervention to enthuse tomorrow’s engineers.”

It is no accident that the “inspiring women” campaign, organised by Inspiring the Future and recently launched by Miriam Gonzalez, aims to start talking to girls at the age of 8, not 11 as Perkins recommends. A recent report from King’s College London on young people’s science and career aspirations said:

“Efforts to broaden students’ aspirations, particularly in relation to STEM, need to begin at primary school. The current focus of most activities and interventions—at secondary school—is likely to be too little too late.”

Steve Holliday told me of his company:

“National Grid’s current strategy is to ‘get in early’ by presenting engineering as a vibrant and viable career choice to a mixed culture and cross gender audience from the age of 8 years upwards.”

If hon. Members want to see a good video for encouraging people to get into STEM careers, I recommend the film produced by Nigel Whitehead of BAE Systems. I have the YouTube address here, but if hon. Members google “engineering careers and BAE Systems”, they will find it. I will happily share the link with anyone afterwards. Perkins’s fifth recommendation to reach out

“particularly to girls aged 11 to 14”

should be rethought. Eight is a much better age to begin.

My third concern is about female participation; the report contains insufficient detail on what we can do to address that problem.The Women’s Business Council’s report, “Maximising Women’s Contribution to Future Economic Growth”, makes the point that while women need work, work also needs women. Ford of Britain said to me:

“Above all there is a need for stronger and more systematic collaboration between educators, industry, BIS and the Department for Education to improve both the reputation and the uptake of STEM subjects and engineering amongst girls.”

I agree with that and worry that, despite the damning evidence produced by Perkins, his recommendations fall well short of a credible path to do something about it. I am working with Science Grrl, a creative group of young professional women working in STEM, to produce specific recommendations to address the issue. We aim to produce a report in March. The Select Committee on Science and Technology, which is chaired by the hon. Member for Ellesmere Port and Neston (Andrew Miller), is holding its own inquiry and will hopefully produce its report in the not-to-distant future. The Women’s Engineering Society has some pretty clear and compelling advice to employers and schools, which I commend. We certainly need a clearer plan of action than that offered in Perkins.

The report fails to address the failure to engage local enterprise partnerships, whose potential contribution could and should have been addressed. As the Minister of State at BIS said in a recent written answer:

“At local level, Local Enterprise Partnerships (LEPs) have the lead role in setting strategies for skills within their overall Strategic Economic Plans”—[Official Report, 8 October 2013; Vol. 568, c. 268W.]

Oral Answers to Questions

Debate between Peter Luff and Chi Onwurah

Monday 11th June 2012 Commons Chamber

[The Parliamentary Under-Secretary of State for Defence (Peter Luff)]

Innovation ensures that we are able to access and deliver technology into our systems and equipment to provide continuing operational advantage to our armed forces. That is why our recent White Paper, “National Security Through Technology”, highlighted the importance of investment in science and technology. It also recognised the contribution of commercial investment in developing new technologies. Using open competition in defence acquisition ensures that we are able to deliver the best and most innovative capabilities at an affordable price. In addition, the success of the Centre for Defence Enterprise in bringing through suppliers new to defence, particularly small and medium-sized businesses, which are important sources of innovation, led to our decision to broaden the centre’s remit, including the mentoring of smaller companies.

[Chi Onwurah]

During the recess, BAE Systems announced the closure of the historic Scotswood road site in Newcastle, with the loss of more than 300 jobs. This brings to an end a 165-year history of skilled engineering, the longest continuous site of tank manufacture anywhere in the world, as well as bringing great distress and uncertainty to my constituents. Does the Minister agree that refusing to take into account the wider economic implications of defence procurement undermines not only innovation, but jobs and communities across the country? Will he agree to meet me and a delegation from BAE to see what can be done to save the site?

[Peter Luff]

I have enormous respect for the hon. Lady’s expression of concern for her constituents, and I pay tribute to the work that those people have done over many years to support the armed forces. However, it is not true to say that the policy that she describes is the cause of the problem. The problem is that BAE Systems has not won contracts at this site. Meanwhile, the Warrior sustainment programme, the Scout SV programme, the Foxhound programme and the integration of the urgent operational requirements continue around the United Kingdom, generating thousands of highly skilled and important jobs. I very much regret that BAE Systems has been uncompetitive, but it is not the fault of the Government. The company must answer why it could not compete successfully for contracts.

--- Later in debate ---

[Chi Onwurah (Newcastle upon Tyne Central) (Lab)]

In response to my earlier question about the closure of BAE Systems on Scotswood road, the Minister seemed to prefer to criticise BAE Systems, and therefore some of my constituents, than to answer my request for a meeting to see whether we could find a way to save these jobs.

[Peter Luff]

It is always a pleasure to meet the hon. Lady. I extended an invitation to her to discuss another subject, but she did not respond. I am always happy to meet her—[Interruption.] On the strictly professional matter of innovation. I intended no criticism of her constituents whatever. They have done a first-rate job. However, the other companies put in lower, better value bids and so won the contracts. That is the problem, and there is no answer to that.

Oral Answers to Questions

Debate between Peter Luff and Chi Onwurah

Monday 16th May 2011 Commons Chamber

[Chi Onwurah (Newcastle upon Tyne Central) (Lab)]

4. What his policy is on the use of defence procurement to support and stimulate advanced manufacturing.

[The Parliamentary Under-Secretary of State for Defence (Peter Luff)]

Advanced manufacturing industry in the UK makes such an important contribution to defence and the armed forces. We have recently concluded public consultation on the Green Paper “Equipment, Support and Technology for UK Defence and Security”, in which we make it clear that the purpose of defence procurement is to deliver the capabilities that the armed forces need, now and in the future. We will set out our future policy on the issue in a White Paper later in the year.

[Chi Onwurah]

Last month BAE Systems announced 100 job losses at its plant in Scotswood, Newcastle. As well as devastating families, those job losses will reduce our advanced engineering skills base. What specific measures is the Minister taking to ensure that procurement supports skills that are essential to our national infrastructure, and how do they sit with the Government’s policy of buying off the shelf without taking industrial needs into account?

[Peter Luff]

The hon. Lady tempts me to pre-judge the outcome of my own consultation, which I must not do, but let me say this: I share her passion for advanced manufacturing and I again pay tribute to its role in defence. We are committed to both a vigorous promotion of exports and boosting UK defence companies in the UK, and to boosting the work of small and medium-sized enterprises, which are innovative and bring new ideas and skills to defence. We are also committed to maintaining the science budget, as called for in response to our consultation by all those advanced manufacturing companies of which she spoke. We are doing a lot to help advanced manufacturing, but the hon. Lady will have to be a little more patient and wait until the White Paper is published.