This mom plans to enlighten them.
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Inspired by the way play influences child development and frustrated by the many gender stereotypes that toys perpetuate, psychotherapist and mom, Laurel Wider came up with Wonder Crew—a new line of dolls geared toward preschool aged boys. The Fifteen inch soft-bodied dolls, referred to as Crewmates, provide boys with the opportunity to build emotional intelligence and creativity, addressing the developmental needs of the whole boy rather than only those commonly recognized as “masculine.” Many toys for boys are muscle bound and even violent, “we need another option,”says Wider. Wider spoke to a large toy company that told her “dolls will never be mainstream for boys.” She intends to enlighten them.
Despite having worked for years with clients who felt stifled by hyper-masculine stereotypes, Wider was shocked when her own son came home from preschool one day and announced that “boys aren’t supposed to cry.” Studies show that strong relationships and the ability to connect emotionally are key to happiness, health and even career success, yet currently toys that encourage friendship and empathy are only marketed to girls, sending the message to many boys that this kind of play is not for them.
Our culture is changing, we’re beginning to understand the importance of kindness and connection—even the NFL has caught on. Boys have feelings, it’s time for their toys to catch up.
Wonder Crew was founded in 2014 by mom/psychotherapist Laurel Wider. Wonder Crew empowers children to be the leaders, teachers, caretakers, problem solvers and dreamers of their own adventures. Crewmates combine the adventure of an action figure with the emotional connection of a child’s favorite stuffed animal.
Change is generally something that occurs gradually. With this in mind, Wider decided to create a “hybrid” toy, one that resembled familiar play scenarios for boys, but also offered the opportunity to connect and nurture. Wonder Crew is the combination of action figure meets the favorite stuffed animal.
Right now Wonder Crew has one Crewmate, Will. Wider chose the name Will because it means determination and resolve. Will implies strength, which is needed to “Go anywhere. Be anything.” Will is also a nod to William from Free To Be You and Me – a story about a brave boy who wanted a doll. And let’s be real, it takes great will to break the mold, which is what Wonder Crew is doing.
Right now Will comes in three adventures with a fourth in the pipeline: Superhero, Rockstar, Builder and Chef. At first Wider was concerned that these adventures were too stereotypical, but she came to realize that it’s important to show that nurturing fits in with all kinds of play, even the kind that’s “traditionally” masculine. And the big picture idea is that connection, empathy and nurturing are a part of us all.
Do you want to find out more about Wonder Crew?
“Big toy companies might not listen to me, but they will listen to the promise of customers.”
You’re right, big toy companies are all about profit and rarely stray from what’s already working. That’s why it’s so important to get people to rally around start-ups that are trying to promote change.
Shark Tank is an interesting idea. Roominate (STEM toy for girls) was well received by Shark Tank — they also got their start from Kickstarter.
Nice advertisement for your line. Toy companies are out to make a profit, they’re in business to make a profit and I’m sure they spend a lot of time and money to study what will and will not sell.
Ever think of going on Shark Tank?