Gender Stereotypes In The Toy Industry

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).

​​Gender is defined as whatever behaviors and attitudes a group considers proper for its males and females. Unlike sex, gender is something that we learn from the day we are born. “Young children begin to acquire gender role stereotypes at about the same time they develop gender identity and by the age of 3 or 4 most children” (Amanda Youmans). Peers, community, media, religion and our upbringing all play a role in the understanding of our culture and what is considered acceptable for males and females. When the sex of a child is revealed, they are automatically placed into a gender specific role with certain expectations. There are things in this world such as colors, toys, media depiction and taught behaviors that play into these gender roles.

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.

In the world of toy marketing, choices are made with direction put in place for both genders (girl and boy). For example, as I walked down each toy aisle, I felt the gender conformity among the parents as they were with their children. With multiple aisles and two dominant colors (pink and purple) designated for girls, the message (in my perspective) marketed on the toy package yelled: “Your ambition is to be stylish, while a nurturing mother who partakes in domestic works!” In addition to the toy packages being in pink, the words (on the toy) were predominately frivolous and amusing. On the contrary, the boys’ aisle contained wide varieties of colors, although the color blue caught my eye the most. The boys’ toys entailed sports, building sets, as well as action figures. Conversely, the message in my perspective, marketed on the toy package screamed: “You have the power to do whatever you want; however, it is imperative that you build yourself physically, as well as train yourself in order to properly excel.” This type of act, referred to as the social role theory—“a gender difference that mainly results from the contrasting roles of females and males” (p.165),—gives a great cause of difference in gender regarding power, nurture, and

     I noticed the girls’ toys engaged fine motor skills more than the boys’ toys did. The girls have several different types and sizes of dolls to choose from – however, this also makes dolls or items used with dolls (Barbie clothes,

The first thing that went through my mind when walking into the store was to look for the Girls and Boys signs that would indicate to me which section was for which gender. There weren’t any signs though! Toys “R” Us had their aisles organized by categories such as Arts & Crafts, Travel Systems, Learning & Education, Bikes & Wheels, Sports, and Fun. In order

According to cook and Cusack (2010), Gender stereotypes are concerned with social and cultural construction of man and women, due to their physical, biological, sexual and social functions, structured set of beliefs about the personal attributes of man and women. Childhood is a fundamental and significant period in forming an impression of an individual boy or girl, and man or women finally. Subsequent researchers Ania and Cameron(2011) hold an accordant opinion with Cook and Cusack(2010) that gender stereotyping is problematic only when it operates to ignore personal characteristics, abilities, needs, wishes, and circumstances (Cook & Cusack, 2010). In fact, during children’s learning process of gender stereotypes, most of them are under gigantic pressure of the society they belong to and formed a problematic view through normally ignored. One obvious phenomenon is about the toys. Toys are designed and retailed separately for boys and girls with different colours, styles and functions by toy manufacturers. When acquiring a toy, gender will normally be the first issue to consider instead of children’s inherent preferences. It will highly possible to limit children’s personal experiences and future development for both gender groups (Martin, Eisenbud & Rose, 1995). This article will analyse the role of toy manufacturers in gender development in order to decide whether they are responsible to

Ryan McMaken defends Lego’s gender marketing issue as he focuses on Lego primarily as a profit-seeking business, as well as a business who has proven to know exactly what they are doing. McMaken concentrates on how Lego’s introduction of their Friends Line increased the worth of the female construction toy industry’s from 300 million to 900 million dollars. Evidently, these Lego sets may appear stereotypical or sexist to some, but there are what many people prefer to buy. He explains that Lego, in a competitive industry, must aim to please consumers, meet their needs, and gain a competitive advantage. To do so, it is crucial to offer products that other companies may not; products that will satisfy the needs of all children. Therefore, after extensivea research, and various

Toys play a major role in socializing young kinds into “appropriate” gender roles. The first obvious characteristic that separates toys for boys and toys for girls,

Should toys stores separate toys by gender? All toys should not be marketed as a boy or girl toy. In the article Are gender toys harming childhood development it says, “All toys are neutral genders. What is not is not neutral is the way toys are marketed.” When they say this it means that that all toys can be played with a boy or a girl but the way stores market the toys they usually say Boys or Girls. According to the passage called Are gender toys harming childhood it say,”If you take a truck and show a girl playing with the truck, that girl would most likely play with it and see it as a girl’s toy” This means that some toys are not only for boys but that if you someone other than yourself playing with a toy you would probably go with the

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.

I went to Walmart to search for toys targeted towards gender typing and what I found was not too surprising. Immediately, I found the girl’s section and I was surrounded by the color pink wherever I looked. There were many baby dolls in the aisles and this reminded me of the evolutionary perspective where women evolved to nurture and care for infants. Young girls are drawn towards babies perhaps from witnessing their mothers nurture and care for infants and children. Not surprisingly, there were tons of Barbies on the shelves that ranged from princesses, dance instructor Barbies, cooking Barbies, fashionista Barbie’s, mermaid Barbies, and even a superhero Barbie. The cooking Barbie reaffirmed how marketers are trying to target gender roles on young girls by thinking

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.

This essay aims to explore why there are gender differences within children’s toys. Focusing on what the differences are, in relation to function and advertising, depending on the gender that they are marketed for. Discovering how these differences have occurred historically and what the impact of having gender biased toys has on children and therefore society will also be explored. In addition to the research analysis, observations were also made of toys at local stores.

and the activities they encourage. In one study parents were asked to sort toys into masculine,