The paper reports on findings of a qualitative content analysis of four of the sixteen "novels in cartoons" books written by Jeff Kinney. Connell's theory of masculinity underpins this study. The aim of this paper is to answer the following two research questions: What are the most important gender themes in Kinney's cartoon diaries? Can teachers use Kinney's cartoon diaries to create an awareness of gender inequality? I identified the following gender themes that permitted hegemonic masculinities: bullying and violence, bravery, the importance of sport, gender relations and the tension of growing up in a matriarchal-patriarchal household. The study found that Kinney's books could be used as a point of departure to explain to children that the alpha male is not solely responsible for gender inequality and violence. The wimpy, seemingly innocent and helpless kid can also be the instigator of inequality between genders or within genders. The popularity and availability of Kinney's books make them an ideal vehicle for teachers worldwide to create a sensitivity for gender issues. [For the complete Volume 20 proceedings, see ED622631.]