Petition Closed
Petitioning Chairman, President and Chief Executive Officer of Macy's, Inc. Terry J. Lundgren and 1 other

Tell Macy’s you want more girl and women character balloons in their Thanksgiving Day parade!

Did you know that over the 84-year history of the Macy's Day Parade only TEN of their giant helium balloons have depicted GIRLS or WOMEN?  2010 continues in the same fashion with the addition of character balloons from the popular book "Diary of a Wimpy Kid" and movie "Kung Fu Panda." Two more cool and exciting boy balloons.

Check out this Equal Visibility Everywhere (EVE) blog that highlights the problem:

The paltry selection of female characters includes, this year, Virginia (Based on the true story of Virginia O'Hanlon of "Yes, Virginia there is a Santa Claus" fame). In years past we've seen: Hello Kitty, Abby Cadabby (2007), Dora the Explorer, JoJo (2005), Cassie from Dragon Tales (2000), Blue's Clues (1999), Betty Boop (1985), Raggedy Ann (1984), and Olive Oyl (1982). 

But 10 in 84 years? Ten out of 129 total?  Under 8%?!  

Children need to see entertainment where females are visible and valued as much as males.  In popular movies and on TV boys greatly outnumber girls.  We know from the Geena Davis Institute on Gender in Media, for example, that 28%, fewer than 1/3, of speaking characters (real and animated) in 101 top G-rated films from 1990 to 2005 were female.  Such disparity conveys a message to all children about who is important and who isn't. We also know that when girls and women do exist in the media, they tend to be hypersexualized and valued for their appearance over their strength of character and capabilities.

The official Macy's Parade site tells us:  "Every year, Macy's exciting holiday tradition is seen by more than 3.5 million people who line the streets in New York and another 50 million who tune into NBC to watch the giant balloons, one-of-a-kind floats, the nations best marching bands, hundreds of cheering clowns and a host of celebrities." Don't little girls, like little boys, deserve to see themselves reflected in the holidays?  Shouldn't little boys see those girls too?  Why aren't we all kicking off the holiday season with a celebration that includes a rich array of cool and exciting female as well as male characters?

More female characters do not mean more sexy characters. We know Macy's can find fantastic girls and women whose actions and accomplishments celebrate the power of girls in the 21st century!

SIGN THIS PETITION to tell Macy's you want half of all their parade balloons to be heroines for girls to look up to and cartoon characters that reflect their gender. Then send it to at least five of your friends to sign and send to five of their friends.


Letter to
Chairman, President and Chief Executive Officer of Macy's, Inc. Terry J. Lundgren
Senior Vice President, Corporate Communications & External Affairs at Macy's, Inc. Jim Sluzewski
We know you pride yourself on the Macy’s Thanksgiving Day Parade. It’s a truly inspired event that represents an array of holiday traditions to millions here in the U.S. and around the world. Your giant helium balloons are legendary and have come to stand for the very essence of the parade. Children look up and tune in, delighted to see floating renditions of their favorite cartoon and literary characters.

But where are the girls and women? Over the 84-year history of the Macy's Day Parade, only TEN of over 120 of those giant helium balloons have depicted GIRLS or WOMEN. That’s a paltry 8%.

We know you support wonderful girl serving organizations, such as Girl, Inc. So why not represent girls fairly in your parade?

Please commit to building the balloon brigade over the next two years so that, starting in 2012, half of all your balloons are female characters in every Macy’s Thanksgiving Day Parade. And girls will help you do it! We’ve included a Top 10 List chosen by girls in our Powered By Girl campaign, to provide you with ideas and inspiration! And we at HGHW and the growing national SPARK movement of girls’ organizations fostering girls’ healthy development and well-being will gladly work with you to find creative ways to identify the best and most exciting characters, such as:

1. Amelia Earhart
2. Pippi Longstocking
3. Word Girl
4. Hermione Granger
5. The Paperbag Princess
6. Olivia the Pig
7. Pinky Dinky Doo
8. The new Wonder Woman
9. Lisa Simpson
10. Dorothy, Wizard of Oz