Gadgets go all girly as last bastion of manhood ends

It was always an unwritten law: men do football and gadgets, women do clothes shops and make-up.

It was always an unwritten law/ men do football and gadgets, women do clothes shops and make-up. On Saturday afternoons, Gadget Shop would be full of men trying to get Magic Eye puzzles to work, while women were happily shopping away in the clothes shop next door, safe in the knowledge that their easily pleased other halves would be enthusiastically staring at a fuzzy mess for half an hour because they thought they would eventually be able to see a Viking longboat.

However, Future, the publisher of gadget magazine T3, has noticed that the worm has turned, and launched technology and lifestyle weblog aimed at women called

GadgetCandy’s senior writer – who’s so feminine she’s got two girls’ names combined into one – Jessamy Hawley says: “Girls today are proud of their gadget wardrobe”, while T3 editor James Beechinor-Collins flounders in his attempts to come up with a memorable soundbite by claiming that “women are swapping memory sticks for lipstick”.

Beechinor-Collins adds: “Men and women want different things from their gadgets.” Hasn’t Ann Summers already got this covered?

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here