Encourage Hasbro to Feature Boys in Packaging and Advertising of Easy-Bake Oven

Target: Brian D. Goldner, CEO of Hasbro

Goal: To make the marketing of Easy-Bake Oven more gender-inclusive

Currently, the Hasbro Easy-Bake Oven is marketed strictly to the young female population. There is not a trace of any male representation in the packaging and advertising of this particular product. While this may seem harmless, Hasbro is subtly sending the message that the Easy-Bake Oven and baking in general is reserved for the female population alone.

It is a common and archaic misconception that only women are meant to cook. In today’s society, cooking has become increasingly popular among both the male and female population. There is nothing preventing men from expressing their passion for cooking and women drifting away from their “expected” roles in the kitchen. It has become apparent that boys like to cook too; Hasbro should acknowledge this and alter their products to promote gender quality rather than gender-specific roles.

Hasbro must acknowledge that society’s expectations are changing. There is no reason that the Easy-Bake Oven should continue to be limited to the young female population. In its current state, the Easy-Bake Oven is made in only two colors: purple and pink. There is no option to buy an Easy-Bake Oven in more gender-neutral colors, let alone colors that would appeal specifically to young boys. By limiting the Easy-Bake Oven to young girls, Hasbro is promoting specific roles in society for men and women: women are meant to cook while men are not.

As a popular manufacturer of children’s toys, Hasbro should break away from stereotypes. Children have a tendency to form their ideals about what is “acceptable” in society at a fairly young age; Hasbro should not be promoting archaic misconceptions that tell children what is “acceptable” between their specific genders. Ask Hasbro to tell young boys that baking is not just a “girl thing” by bringing gender quality to the Easy-Bake Oven. Sign the petition below to encourage Hasbro to include boys in Easy-Bake Oven packaging and advertising.


Dear Mr. Goldner,

The Easy-Bake Oven has been and continues to be an extremely popular product for the younger population. Currently, the Easy-Bake Oven is produced specifically for young girls. While this may have been acceptable several years ago, it is time for a change. In today’s society, cooking and baking has become increasingly popular among both the male and female population. Hasbro has to reflect this change by featuring young boys in the packaging and advertising of the Easy-Bake Oven.

By continuing to only offer the Easy-Bake Oven in stereotypically feminine colors, you are sending the message that the Easy-Bake Oven is only acceptable for young girls. This also sends the message that baking and cooking in general is also only reserved for women. I am urging you to promote gender equality rather than gender-specific roles. In addition to featuring young boys in the packaging and advertising of the Easy-Bake Oven, please take the action to produce the Easy-Bake Oven in gender-neutral colors or colors that appeal to young boys.


[Your Name Here]

Photo credit: Aaron Gustafson via Flickr

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One Comment

  1. Why discourage the training and productive careers of our many outstanding male chefs in top restaurants?

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