. Some companies have been criticized forgendering products such as tools and toys in anattempt to appeal to girls and women. The phrase“pink it and shrink it” is sometimes used to describewhat critics see as meaningless and cynical attemptsto make products feminine. Alyza Bohbotenthusiastically and unapologetically branded City GirlCoffee in a feminine style. Why does this approachwork so well for City Girl Coffee?

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