John Marcotte is a father of two little girls who love Halloween. But when he was looking for costumes for his children, he noticed a “disturbing” contrast between the outfits offered to boys and those aimed at girls.
Marcotte found that the costumes for boys are styled as "brave, scary, smart, adventurous" – but the costumes for girls were only "cute".
"Boys are given a full range of costumes that tell them they can be anything they want – heroic, brilliant, or scary," Marcotte told BuzzFeed. "Meanwhile, the girls' costume aisles are usually fairies and princesses, and [this] tells them that the only thing society values about them is their appearance."
Marcotte, who is also the founder of Heroic Girls – an organisation that advocates for better representation of girls and women in media and comics – added that the limited costumes available for women also "tell them that the only thing society values about them is that they look 'sexy.'"