Pepperidge Farm introduces Princess Goldfish, gendering kids’ food reaches new low

They’re new, they’re pink, and they’re perfect for your daughters! Princess Goldfish are finally here. Just got this Tweet from Josy Daras:

did you know they’ve gendered GOLDFISH? My son wanted them, so here they are.


I love that her son wanted them. Can you fucking deal with this– gendered goldfish? We have sunk to a new low. Barely. Here’s what I blogged in March 2012:

Hey Goldfish Snack Crackers, girls aren’t a minority

My daughter is home sick today. She’s lying on the couch, watching TV, and eating Parmesan Goldfish. An ad for Goldfish crackers came on. She thought that coincidence was pretty hilarious. She held up one of her crackers and said, “Hi!” to the Goldfish on TV. Then she looked at down at the package. “Who are mine?” she wanted to know.



They are: Xtreme, Gilbert, Brooke, and Finn.

I know what you’re thinking: Xtreme must be female, right? Or maybe Finn? Pepperidge Farm would never put 3 males and 1 female on a package. So, I went to Wikipedia. Check out these character descriptions:

  • Finn– A cheddar flavored goldfish that wears sunglasses (though not in the commercials).
  • Gilbert– A pretzel goldfish that tends to be a worrier.
  • Brooke– The beautiful and intelligent parmesan flavored goldfish and the only female member of the goldfish club until both Candace and Coral showed up.
  • Xtreme– A flavor-blasted fish who enjoys doing crazy stunts. His real (and embarrassing) name is Fumbleton.
  • Swimmington Von Stuffington III Esquire– Xtreme’s snobby older brother.
  • IQ– A honey graham fish who wears eyeglasses lives in the vacuum and befriends Gilbert and helps him escape out of the vacuum.
  • Candace– A pink fish who wears a red bow on her head and has a small blue star on her tail fin. She has a crush on Gilbert. Candace is also the winner of the “Finn’s New Friend” contest.
  • Coral– A chocolate graham and fun-spirited fish with a Southern accent who currently befriends the club. She is possibly somewhat of a tomboy.

When I created this blog, I wrote that I was going to rate kids media and toys. I never considered blogging about sexism in food. Reese’s Puffs, Special K, M & Ms, and Goldfish have, unfortunately, changed my mind.

My daughter and I made up different names and stories for the Goldfish, of course. But don’t start telling me it’s a free country, and we can just make up anything we like. I’m a creative person, and I struggle with this. Give me something to work with here, Pepperidge Farm! I’m also, like most moms, busy. Can’t I just read the damn names off the bag?

It would be so much easier to foster creativity in kids (and the adults that they will become) if we weren’t mired with the same old, same old ridiculous, gender-stereotyped narratives at every turn.


A year later, I posted this:

M &Ms, Goldfish, cereal boxes, and the Minority Feisty

Posted on

I know you probably think I’ve gone over the deep end with all the vitriol I’ve expressed towards M & Ms for presenting its female characters as a high heeled, kissy-lipped minority.


But the problem here is that this same old image and narrative is everywhere in kidworld. Whose kids eat Goldfish? Here’s our package:


There it is again: Brooke, the Minority Feisty.

And kids cereal? Even Raj of “Big Bang Theory.” Raj said he’d done the research and there are no female cereal box characters at all.


What happens to kids when they grow up saturated in a world where everywhere they look, girls go missing?

3 thoughts on “Pepperidge Farm introduces Princess Goldfish, gendering kids’ food reaches new low

  1. Thank you I would love to have coffee or tea with you and chat I observe these things and they drive me up a wall with no end in sight at least there is you another like minded individual

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