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Case
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Reference no. A07-19-0002
Authors: DK Batra; Vinod Kumar
Published by: Thunderbird School of Global Management
Originally published in: 2019
Revision date: 03-Oct-2019
Length: 8 pages
Data source: Published sources

Abstract

A 13-year-old New Jersey resident, McKenna Pope, had filed a petition against Hasbro questioning its gender bias marketing policy for the Easy Bake Oven, a hugely successful toy in the American market. The oven, with its pink and purple color and product design, was marketed targeting only young girls. Pope filed the petition when Gavin, her younger brother, pestered her to give him a new Easy Bake Oven but did not want 'girliness' associated with it. The campaign called for an Easy Bake Oven for boys as well. The petition spread like wildfire and drove public sentiment, making it a national campaign.

About

Abstract

A 13-year-old New Jersey resident, McKenna Pope, had filed a petition against Hasbro questioning its gender bias marketing policy for the Easy Bake Oven, a hugely successful toy in the American market. The oven, with its pink and purple color and product design, was marketed targeting only young girls. Pope filed the petition when Gavin, her younger brother, pestered her to give him a new Easy Bake Oven but did not want 'girliness' associated with it. The campaign called for an Easy Bake Oven for boys as well. The petition spread like wildfire and drove public sentiment, making it a national campaign.

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