UPDATE: Hasbro says gender-neutral Easy-Bake on the way
PROVIDENCE, R.I. (AP) - Hasbro says it will soon reveal a gender-neutral Easy-Bake Oven after meeting with a New Jersey girl who started a campaign calling on the toy maker to make one that appeals to all kids.
Thirteen-year-old McKenna Pope of Garfield, N.J., met on Monday with officials at the company's Pawtucket, R.I., headquarters.
It was there that they showed off a prototype of their newest Easy-Bake. It's black, silver and blue, rather than purple and pink.
McKenna says the company is doing everything she asked, including putting boys in the ads.
Hasbro says it's been working on the new color scheme for about 18 months. It says it could be on store shelves next summer.
An online petition McKenna started got support from celebrity chefs, including Bobby Flay.
PROVIDENCE, R.I. (AP) - Some well-known male chefs are getting behind a New Jersey girl's call for Hasbro to make a gender-neutral Easy-Bake Oven.
Chefs including Manuel Trevino of TV's "Top Chef" and Michael Lomonaco of Porterhouse New York are featured in a YouTube video applauding McKenna Pope's online petition, which had reached about 40,000 signatures as of Tuesday on the website Change.org.
The 13-year-old 8th-grader from Garfield, N.J., started the petition when she went to buy an Easy-Bake Oven for her 4-year-old-brother, Gavyn Boscio, but discovered it comes only in purple and pink. She wants Pawtucket, R.I.-based Hasbro to feature boys on the box of the toy and to make it in gender-neutral colors.
Celebrity chef Bobby Flay said last week he agreed that Hasbro should make an oven in other colors to appeal to boys, and in the nearly 3-minute-long video posted online Tuesday by Flay's publicist, several chefs from around the country joined in on the call.
Lomonaco is known for his TV appearances and was executive chef at Windows on the World atop the north tower of the World Trade Center at the time of the Sept. 11 terrorist attacks. In the video, he and other chefs root for McKenna.
"We signed your petition McKenna! You get Hasbro to change that packaging! Little boys and little girls can all be chefs," he says to cheers from the rest of his kitchen.
Laurent Tourondel, who has started restaurants around the world, says cooking is for girls AND boys, while New York chef Spencer Rubin asks: "Hasbro, please make an Easy-Bake for dudes."
Joshua Whigham, of The Bazaar by Jose Andres in Los Angeles, says he supports making an Easy-Bake that's more friendly for boys.
"I can understand not wanting to cook on a pink oven," he says. "Ask Hasbro for a steel, or a black or a something really cool oven."
Brad Spence of Amis Trattoria in Philadelphia says he has young children at home.
"My son, I cook with him every Sunday, so I'd love to see something like that happen," he says.
McKenna's mother, Erica Boscio, told The Associated Press that McKenna is scheduled to meet with Hasbro on Monday.
A spokesman for Hasbro did not immediately return a message seeking comment.
PROVIDENCE, R.I. (AP) - Four-year-old Gavyn Boscio loves to cook and asked for an Easy-Bake Oven for Christmas. But when his big sister went to buy one, she discovered to her disappointment that it comes only in girly pink and purple, with girls - and only girls - on the box and in the commercials.
So the eighth-grader from Garfield, N.J., started an online petition asking Pawtucket, R.I.-based Hasbro to make the toy ovens in gender-neutral colors and feature boys on the package.
By Friday, 13-year-old McKenna Pope's petition had garnered more than 30,000 signatures in a little more than a week.
And celebrity chef Bobby Flay, who owned an Easy-Bake Oven as a boy, is among those weighing in on her side.
In a video McKenna made to accompany her petition on Change.org, Gavyn whips up a batch of cookies and tells his sister he wants a dinosaur and an Easy-Bake Oven for Christmas. When she asks him why there are no boys in the commercial for Easy-Bake Ovens, he explains: "Because only girls play with it."
"Obviously, the way they're marketing this product is influencing what he thinks and the way that he acts," McKenna said in an interview. She said her little brother would probably be OK playing with a purple-and-pink oven by himself but would be too embarrassed to use it in front of his friends.
A spokesman for Hasbro did not return calls for comment.
In a letter McKenna received on Monday, a Hasbro representative told her the company has featured boys on the packaging over the years and said a brother and sister were finalists for the Easy-Bake "Baker of the Year" award in 2009. Hasbro also pointed to Flay as an example of a chef who traced his career to an early experience with the Easy-Bake.
McKenna found the response disappointing.
"All they really told me is that boys play with their products. I already know boys do play with your products, so why are you only marketing them to girls?" she said. "I don't want them to make a boys' Easy-Bake Oven and girls' Easy-Bake Oven. I want them to make an Easy-Bake Oven for kids."
The debate over whether toy companies are reinforcing gender stereotypes - pinks and princesses for girls, guns and gross things for boys - seems to flare every year, particularly at Christmas, and has involved such things as Legos, toy microscopes and Barbie dolls. Now, it has extended to another one of the most beloved baby boomer toys, introduced in the 1960s.
Flay, 47, said he asked for an Easy-Bake for Christmas when he was about 5. He remembers it as a "putrid green" and recalls baking cakes with his mother from mixes. (The Easy-Bake Oven back then used a light bulb as a heating element; now it operates more like a real oven.) At the time, he said, the stereotype was that only women cooked, but a lot has changed since then.
"I cannot tell you how many young boys are my fans. And they want to grow up, and they want to cook," the Food Network star said.
Jim Silver, a toy expert and editor-in-chief of Timetoplaymag.com, played with an Easy-Bake himself when as a kid and said boys still play with it, just as girls play with Hot Wheels cars. He said Hasbro is simply marketing to the audience most likely to buy the oven and there's nothing wrong with that.
About seven years ago, Hasbro had a cooking product aimed at boys, the Queasy Bake Cookerator, which included recipes for gross-sounding treats such as Dip n' Drool Dog Bones and Mud n' Crud Cake. "Sales failed miserably," Silver said.
Flay said he is not surprised it failed because Hasbro was trying to appeal to boys in a stereotypical way. Instead, he urged the toymaker to think about widening the market for the Easy-Bake.
"Why not actually create something that everybody knows the name, but also it comes in different colors so that boys, girls, doesn't matter, they can pick what color they want and it will make them a little more comfortable to buy it?" he said.
In the meantime, he said, Gavyn's family should buy him an Easy-Bake Oven anyway.
"Absolutely. If that's what he wants, why not get it for him? I mean, who cares what color it is?" he said.