Gender Socialization Through Children's Toys

Envision yourself entering a toy department and noticing numerous diverse aisles. In one aisle, you encounter toys packaged in complementary and color triads colors that include building sets (such as “LEGO”, “LEGO Super Heroes”, and “Angry Birds”) and a wide selection of action figures—Spider Man, Transformers, The Dark Knight, Power Rangers, etc. In the next aisle, adjacent to the aisle with complementary and color triads colors, you find toys packaged in shades of pink and purple. These toys range from “Hello Kitty” dolls to “Barbie Dream” house play sets. Inside a toy department, such as Toys R Us, it is extremely difficult to retrieve a toy that is not marketed explicitly or subtly by gender. If toys were marketed only according to

Toys play an important role in childhood development as children learn roles and skills from playing. As a result, the toys children are subjected to have an affect on which roles, interests, and skills are learned and practiced. Through Lego’s product Duplo, I will demonstrate the influence particular gendered toys have on children and their performance of traditional gender roles. Gender, which is a learned performance, is something society has been taught from a very early age and toy advertising has played a significant role in reinforcing the performance. One tradition that is reinforced and naturalized by society is the ideology of a male dominated society, representing strong characteristics of heterosexuality and masculinity; also known as hegemonic masculinity. Therefore, using Ideological Criticism, I will analyze how through the branding and design of Lego’s Duplo toys, children have been constructed to do gender differently, ultimately perpetuating and reinforcing hegemonic masculinity.

Gender role expectations are inescapable in our society as we naturally tend to sort humans into categories, the easiest one being gender. Upon first meeting a person, most people automatically classify the other’s gender. With this classification come the inevitable gender role expectations. Even for those who consciously try their hardest not to cloud their perceptions of others based on “traditional” gender role expectations, it is almost impossible not to subconsciously succumb to these expectations that are ingrained in our minds virtually since the day we are born. These expectations often influence how one interacts with another. This is especially important when taking into consideration the effects that gender socialization of children through gendered toys, media, and parental affects child development.

Sociologist Dalton Conley wrote his book, You May Ask Yourself, addressing how “gender is a social construction” that is so normal for society to think how a man or woman should act towards the public. Society often categorizes roles that females and males are suppose to play in, but not only are they categorized they are also being taught what their gender role is suppose to do. The beginning of gender socialization can start with a child who is not born yet by simply having the parents purchase items that are all pink if its expected to be a girl, but if its expected to be a boy then everything they purchase will be blue. Conley states that gender roles are “sets of behavioral norms assumed to accompany ones’ status as male or female” (Conley [2008] 2013:134). So even when a child is growing into their infant years, toys are made specifically for their gender. By examining how social construction places gender in categories it becomes apparent that males and females get differentiated a lot which emphasizes inequality between them.

In our society, there are norms of what is considered to be feminine and what is to be considered masculine, but how are these norms constructed? Through the use of toys, books, and clothing, children are socialized into their “appropriate” gender. These objects provide influence over behavior and appearance, showing boys and girls what is appropriate for each gender. After some investigation it was found that the toys, books, and clothing that children use not only foster the norms of gender behavior and appearance, but also construct gender roles in their young minds.

Society cements certain roles for children based on gender, and these roles, recognized during infancy with the assistance of consumerism, rarely allow for openness of definition. A study conducted by Witt (1997) observed that parents often expect certain behaviors based on gender as soon as twenty-four hours after the birth of a child. The gender socialization of infants appears most noticeably by the age of eighteen months, when children display sex-stereotyped toy preferences (Caldera, Huston, & O’Brian 1989). This socialization proves extremely influential on later notions and conceptions of gender. Children understand gender in very simple ways, one way being the notion of gender permanence—if one is born a girl or

When you walk into the toy section of any store, you do not need a sign to indicate which section is the girls’ side and which section is the boys’ side. Aside from all the pink, purple, and other pastel colors that fill the shelves on the girls’ side, the glitter sticks out a lot as well. The boys’ toys however are mostly dark colors – blue, black, red, gray, or dark green. The colors typically used on either side are very stereotypical in themselves.

Girls and boys both grow up being socialized on what is normal and unusual for their gender. Toys are a prominent factor in this socialization, because they are typically presented for one gender and are unacceptable for the other. To assess how toys play a role in gender socialization, I made a trip to Toys “R” Us in College Station and was surprised by how the store was organized.

In today’s society, there are many guidelines of how one should act and be. Gender socialization is the process where people take on notions of gender roles, gender ideas and gender behaviours. At an early age, boys and girls are told how to behave and act according to societal norms of gender behaviours and roles. The comparison of Jane Smiley’s article “You Can Never Have too Many” and John McMurty’s , “Kill ‘Em! Crush ‘Em! Eat ‘Em Raw!” provides an insight about how gender socialization is conditioned through toys and sports at an early age. Also teaching and reinforcing stereotypical gender roles through traits, appearances and occupation. (this is an incomplete sentence and it doesn’t flow

Gender roles are categories that characterize what it means to be feminine and masculine in society, on how people think about gender as they relate to one another (Adams et al., 2013). For example, women are expected to be accommodating and emotional, while men are usually expected to be self-confident and aggressive, this shows how men and women are to behave in society. However, these sayings were taught to individuals based on norms, or standards created by a society which is called Gender Socialization (p. 318). Growing up as a child, we were taught as girls to play with dollhouses, pretend kitchen sets, cleaning supplies and play dress up. Whereas boys are taught to play with cars, sports equipment’s, action figures, and weapons. However, if a boy was playing with dollhouses, or playing dress up, he would be considered gay, or not masculine and looked down upon by society, and families. The same goes for girls who play with boy toys, or dresses as a tomboy, this is what we are taught to play with at a young age. Our families tell us how to behave, our schools tell us what

Within the American culture, our youth are taught that the masculine roles of the male has traditionally been associated with their role of being strong and dominant and the feminine role of a female has traditionally been associated with their role of being the follower and the nurturer. Children learn the gender roles beginning at birth through the socialization process. Historically our society has always identified male infants with blue and female infants with pink, however, with the turning of the 20th century more neutral colors are being thrown into the mix. More expecting parents are adventuring away from traditional blue and pink and choosing the neutral colors such as green and yellow. Children learn gender socialization through family members, education, other children and social media. Each reinforces the gender role by displaying and maintaining the normal expectation for each genders behavior. Our youth are taught at an early age of the separate expectations of each gender. Parents often teach the role not knowingly but through association. Boys are associated with trucks, toy guns and superheroes that teach them motor skills and independence, whereas the girls are associated with baby dolls, dress costumes, and toy kitchens which teaches them nurturing and social

The sexualization in children’s toys does not stop at the commercials for them that are aired on TV. Around the 1980’s, products for children suddenly saw a stark divide in gender. The gender difference in toys is characterized by often harmful gender roles. Toys for boys are usually based on being macho, tough, and violent, while girl’s toys tend to focus on appearance, being pretty and attractive to boys. These toys are often highly structured, limiting creativity and are centered around adult themes. According to Levin and Kilbourne, when we give children these toys, “We’re letting the sexualized media and popular culture, not ourselves, control the lessons children will learn” (44). When a culture that treats sexuality in such harmful ways controls children’s experiences, it creates an artificial and harmful identity in young girls that focuses on sexiness, and an identity in boys that values violence and devalues kindness and nurturing.

In today’s society, there is a belief that only girls can play with Barbie Dolls while boys can only play with Action Figures. Parents believe if they allowed their sons or daughters to play with feminine or boyish toys that are not meant for them their child would grow up either gay or lesbian. It’s not fair for parents to restrike their children from playing with toys because one toy is meant for girls while the other is meant for boys. Children have the right to play with whatever toy they want. Society and Parents should stop reflexing their opinions and beliefs on children toys. There is nothing wrong with girls playing with Action Figures and there is nothing wrong with boys playing with Barbie Dolls.

Gender socialization often begins early once parents are shown the sex of their child; from then on, baby showers are planned according to gender “appropriate” colors, which are often pink for girls and blue for boys. Even differences in how children are spoke to can be picked up easily in Western cultures. Girls are called pretty and sweet, whereas boys are handsome and strong. Ultimately, the way children learn to identify with their gender culture is in part due to not only family and friends, media, schools, and religion, but also from the toys that may inexplicitly advertise gender expectations. Gender-typed toys may be bought for children as a way for parents to encourage and reinforce gender-appropriate behaviors. However, recent debates have engulfed toy manufacturers and major retailers, which has brought about changes in toy design and marketing in an effort to make reflect more realistic and gender neutral options.

Children learn as early as age two what it means to be a “boy” or a “girl” (Aina & Cameron). This is described as gender identity, a person’s sense of self as male or female. Gender stereotyping emerges hand in hand with the development of gender identity in Early Childhood (Halim). Gender roles are society’s expectations of the proper behavior, attitudes and activities of males and females. When babies are born they are either put in pink or blue, as they grow up they still maintain the same “gender” colors. As young children start to socialize, they are playing with either “girl” toys or “boy” toys. When they get older they