Essay on Gender Stereotype: Gender in The Toy Store

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.

The toy section at Target had many clear differences in the toys for boys and the toys for girls. The types of toys that were out on the shelves were different, but also the way the toys were presented were different. Girls toys mainly consisted of stuffed animals, dress up clothes, babies and dolls including Bratz, Barbies and fairies. The primary colors of all these toys consisted of different shades of purple, pink, and white. There were bits of blue and yellow but it seemed that all the colors stood out and had a type of feminine aspect to them. Besides color, the girl’s toys were often soft and fuzzy or

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.

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.

Often when a couple becomes pregnant and finds out the sex of the infant, stereotypes begin to form. If the child is female, their room will often be painted pink with cutesy borders. The crib will have pink blankets with ruffles on them. The baby girl will be presented with soft toys and cute stuffed animals, as well as perhaps a baby doll or two. At the baby shower, the mother will typically be presented with pink and purple clothing, the colors of choice for a female child. When the baby finally comes along, she will typically be treated as a gentle princess. When it comes to girls, adults are often more careful, as if the baby girl will break.

Advertisements sell the masses the idea of what it means to be male or female and what is the expected behaviour of a particular gender (Cortese 57). An example of this is seen in how toy companies market products for boys and girls differently (Cortese 57). Action- oriented toys are marketed to boys while passive toys are directed towards the direction of girls (Cortese 57).

Toys also influenced children with gender roles. In our society, the typical expectations of men is to financial support the family, and for females it’s to cook, clean, and take care of the children. “Both wives and husbands tend to perceive this as a “fair” arrangement” (Zimmerman 30). To instill this idea in young minds, there are toys that influence these gender roles. Boys have toy tool sets, promoting hands on work. Girls on the other hand have cooking and cleaning toys such as the Easy Bake Oven or toy vacuums. Also “parents tend to encourage more gender-typed activities. One study found that household tasks differ along gender lines. American boys are more likely to mow the lawn, shovel snow, take our the garbage, and do the yard work, whereas girls tended to clean the house, wash dishes, cook, and baby-sit the younger children” (Newman 133). Girls also like to play “house” fostering wife and motherly qualities such as taking care of the family. These toys help with socialization making children believe and understand that these are the norms of our society. So in conclusion to toys, “Sex-specific toys foster different traits and skills in children and thereby serve to further segregate the two sexes into different patterns of social development. “Boys’ toys” encourage invention, exploration,

Throughout the history of society, women and men both have faced the constricting roles forced upon them, from a young age; each gender is given specific social and cultural roles to play out throughout their lives. Little girls are given dolls and kitchen toys, little boys are given dinosaurs and power tool toys, if one was to step out of this specified role, social conflict would ensue. Contrast to popular belief, sex is a biological construct, and gender is a social construct specifying the roles men and women are to follow to be accepted into society as “normal”. The effects of gender roles have had on women have proved harmful over the decades. Although the woman’s involvement in society has improved throughout the decades,

Further, certain toys seem to suggest that boys are valued higher in society than girls (Starr, 1999). The information appears to show that there may be more stereotyping with regard to toys offered to boys. It seems that most parents choose more masculine and gender-neutral toys for the boys such as, soldier action figures, wrestling kits, and karate fighters (Starr, 1999). These types of toys encourage competitive and aggressive behaviors, however; they are also more constructive, conductive to handling, and more reality based (Starr, 1999).

In my household growing up, I was always told that girls should play with girl toys, and boys should play with boy toys. I do not remember challenging this gender ideology, I just complied and played with my dolls and ponies. In today’s society, I believe we have begun start the process of moving away from these gender cultural norms, but we still have quite a ways to go. For example, Target has now taken away the signs that state girl and boy toy isles. However, I feel like I have seen an influx of “boy” toys being made pink so that girls can play with them. My daughter loves to play and make Lego creations. If she were only to play with the “girl” Lego sets that are pink and marketed towards girls, her selection would be very limited.

Products advertised to children are typically separated by gender. Certain toys and costumes belong to boys and others belong to girls. The gendering of children’s products reinforces stereotypes and affects the life trajectory of many children (Brasted 2010).

These toy companies market specific toys they created for a specific gender should have the customer in mind especially with how they will impact that customers future. If a girl is always given girly toys

“Raise boys and girls the same way,” a phrase originally said by neo-conceptual artist Jenny Holzer, that urges parents as well as people to raise children without a heavy influence of gender stereotypes and let the child discover how they want to represent themselves. A large divide between little boys and girls is shown in the toy industry. The retail chain Target recognized the influence of the gender bias toys and the impact they have on children and parents and began neutralizing labels within the toy department. Toys should not be gender biased because gender stereotyping has wavered back and forth over the past fifty years. Gender-biased toys can have an impact on a child’s development, and the unnecessary labeling of toys has sparked a cultural shift in society.

I decided that for this assignment that I would go to Walmart and observe their toy department. I chose this retailer simply because it was convenient, and it supplied a wide variety of toys for me to observe. Before I went to the toy aisle, I found myself reminiscing about my trips to the toy aisle. When I was a young girl the toy aisle was a pink wonderland. From what I can recall, all the packaging for girl toys were pink and violet whereas boy toys were blue and green. The former girl aisle mainly consisted of Barbie’s, Polly Pocket toys, Littlest Pet Shop toys, baby dolls, stuffed animals, and kitchen playsets. I do not remember much about the boys’ aisle except that there were a lot of toy automobiles. I also do not remember any gender neutral specific toys; however, that could be due to my age. I was surprised to find that the toy section actually had gender neutral toys. They had outdoor toys like balls, hula-hoops, kites, and jump

In today’s society, there is often a misconception among women and men and the roles they are expected to follow through with. Although there has been advances in the way women are treated, it is unfortunately still an unbalanced dynamic in our society. From an early age, women are often persuaded, even if subconsciously, to follow a certain pathway in life. They are most often associated with staying home, keeping the house clean, cooking, baking, and raising children. Certain mediums that girls are exposed to tend to sway them towards these specific wants and aspirations. The way in which certain products are presented to little girls create an image they feel like they need to master. Men, on the other hand, are taught something completely different. They are regularly habituated with more masculine and self-reliant tasks. From an early age, they are automatically seen as people that deserve to be educated and use their smart, resourceful assets to contribute to society. They are without a doubt going to get a job and become a father and husband that provides for his family. In most situations, even if the woman has a job, men are the main “bread-winner.” Going along with this belief, the products boys are often marketed portray the idea of strength and independence. Whether it is a toy or a book, men are more often than not characterized as the heroic, more capable gender. There are many cases in which different mediums exhibit the ideas of men being the superior