Once upon a time, Grace Maher twirled around the house in Disney Princess costumes, a vision of sequins, tiaras and pink.
She’s 8 now and done with all that. The only pink left is her new bow and arrow.
That would be her Nerf Rebelle Heartbreaker Exclusive Golden Edge Bow by Hasbro, a petunia-colored weapon with gold and white trim that shoots colorful foam darts. Forget Ariel, the beautiful mermaid princess. Grace’s new role model is Katniss Everdeen, the (also beautiful) huntress/survivor in the “Hunger Games” trilogy of books and movies.
Heroines for young girls are rapidly changing, and the toy industry – long adept at capitalizing on gender stereotypes – is scrambling to catch up.
Toymakers have begun marketing a more aggressive line of playthings and weaponry for girls, inspired by a succession of female warrior heroes such as Katniss, SHIELD Agent Natasha Romanoff (the Black Widow of “The Avengers”), Merida of “Brave” and, now, Tris of the book and new movie “Divergent,” even as the industry clings to every shade of pink.
The result is a selection of toys that, oddly, both challenges antiquated notions and plays to them deeply.
The Rebelle line, introduced last year, comes in a swirl of pink, purple, white and gold plastic, and the weapons have names – like the Heartbreaker and the Pink Crush – that are enough to make an enlightened 21st-century mother groan. But around a dozen new toys in the line are coming out this year.
Zing’s Air Huntress bows and sling shots (slogan: ready. aim. girl power!) account for more than a quarter of the company’s sales in a little over a year on the market. A pump-action “cheetah shooter” from the Marshmallow Fun Co. is bathed in pale pink with darker spots and fires mini-marshmallows.
The premiere of the movie “Divergent” this weekend is only adding to the marketing frenzy around weapon-wielding girls. A Tris Barbie doll, complete with her signature three-raven tattoo, already is for sale on Amazon.
All of this is enough to make parents’ – particularly mothers’ – heads spin, even as they reach for their wallets. While the segregation of girls’ and boys’ toys in aisles divided between pink and camouflage remains an irritant, some also now wonder whether their daughters should adopt the same war games that they tolerate rather uneasily among their sons.
“Basically, I’m a total hypocrite because it’s a weapon and it’s pink, but they really enjoy it, and it’s something they play together,” said Robin Chwatko, whose 3-year-old daughter got a Nerf Rebelle a few months ago after coveting her 5-year-old brother’s Zing bow.
Sharon Lamb, a child psychologist and play therapist who teaches counseling psychology at the University of Massachusetts, Boston, says toys that stimulate aggression are healthy for children.
“I don’t see this as making girls more aggressive, but instead as letting girls know that their aggressive impulses are acceptable and they should be able to play them out,” she said.
But, she added, “What I don’t like is the stereotyped girlifying of this. Do they have to be in pink? Why can’t they be rebels and have to be re-belles? Why do they need to look sexy when aggressing, defending the weak or fighting off bad guys?”
Carmen Wong Ulrich, whose 7-year-old daughter has two bows – a Merida one from Disney and a Rebelle – doesn’t mind the glamour.
“That’s who she is – girly and sparkles and loves to sneak my makeup, but loves the hero and being in charge,” she said.
At Zing, which started out making toys marketed only to boys, the idea for its Air Huntress line bubbled up from customers on sites like Facebook and Amazon, as well as employees who had read “The Hunger Games.”
John A. Frascotti, the chief marketing officer at Hasbro, pointed out some other reasons for the growing popularity of these toys.
“It’s the coming of age of the Title IX mom, who grew up as an athlete in her own right,” he said, referring to the gender equity law. “And men, who have grown up in that environment, who have daughters, want their children, both boys and girls, to have equal opportunity to play.”