• FA-123475 © Technisches Museum Wien, Photo: Peter Sedlaczek
Collection Area
Everyday Life
Collection
Games and Sports
Epoch
beginning in 2000
At the moment this object is not published in the museum.

Tool set “Pink”

There is some confusion in the Technisches Museum Wien (Vienna Technical Museum): A 12 x 10 cm pink plastic case contains a small assortment of tools. But for what and whom is it intended?

The choice of tools appears to be unmotivated: a ratchet with a range of socket wrenches, measuring tape, a Stanley knife, a miniature spirit level and two watchmaker’s screwdrivers. No amount of pondering can bring to mind any interrelated jobs which might be accomplished with the tools. The material and workmanship do not lead to assume that the tools will perform their service – whatever it is – for very long. Especially the spirit level gives the impression that it is not a DIY tool but rather a child’s toy. The choice of colour is, however, clear: the manufacturer’s target group is female.

Social contemplations can be made on the basis of such an object. As a form of recreational activity, DIY has taken up an increasingly large area in the last decades. This is related to the fact that people ascribe more and more importance to the design of their living space and the opportunities have become more versatile. At the same time, classic family roles have become fragile. More and more women have to and want to make repairs and improvements themselves. They are increasingly acquiring the traditionally male domain of DIY and are, therefore, increasingly perceived as consumers by hardware stores. Therefore, the attempt on the part of tool manufacturers to directly appeal to women through the colour pink is not surprising. What remains unclear is why women are provided with tools of bad quality and without any concrete usage correlation. It seems obvious to conclude that women’s do-it-yourself ambitions are not really taken seriously.

Inv.Nr. 84498/1
Member of