Sometime in the late 80’s, I saw a “Chess … For Girls!” game. It was exactly like every other chess set in the world, except it was pink and sparkly. I remember wondering how exactly that product development meeting went down. “Well, we don’t want too many people to want our product … so how can we alienate a good chunk of customers?”. No boy is going to want “Chess … For Girls!” even if they’d like a sparkly pink chess set. Some subset of parents will refuse to purchase it because it’s offensive targeting. It isn’t like derivatives of traditional chess are unique – they could have done anything with the marketing. Sets featuring Stan Lee’s superheros aren’t marketed as “Chess … For Boys!”. They could have just called it Chess. They could have made a few different versions featuring glow in the dark pieces, sparkles, and furry animals. But, no … they first imply that other chess sets aren’t for girls. And that the way you can identify a product as being “for girls” is to look for pink sparkles.
I thought we’d moved on from such marketing fails – hell, SNL made a spoof commercial with the exact premise. But today we saw https://jewelbots.com/ … so you can “code like a girl”. Umm, hi! I code just like most other programmers – with a keyboard and using a syntax appropriate for the language of choice. Like girl chess or that Google engineer’s terribly presented suggestion for diversity programs, the sexism isn’t even needed. The product is billed as 21st century friendship bracelets. Bands with what I assume are little Arduino computers in a round plastic thing that makes the whole unit look a little bit like a watch. The plastic housing has a flower design on it. Make an array of inter-changeable band options, a bunch of different plastic cases … and just call them 21st century friendship bracelets. You assign colours to registered friends, and the bracelet glows that colour when your friend is nearby. Use Bluetooth to send secret messages to friends. It’s a cool product for either gender. And, hey parents … your kids are learning valuable programming skills too.