Video Toys : Toys And Toys Essay

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.

The store in which I completed my observation was Target. Target’s general layout made it easy to decipher the section designated for boys and the section designated for girls. While Target did not specifically label the aisles by gender, it was not difficult to decipher where the toys for each gender were located. The section designated for boys encompassed about three aisles consisting of various toys that would interest boys, while the section designated for girls encompassed three aisles as well. Target also consisted of about two aisles of gender-neutral toys. The kinds of toys offered for boys included guns, action figures, building sets, and cars. Types of toys offered for girls included dolls, stuffed animals, play kitchen sets, and

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

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.

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

On Saturday, the tenth of September 2016 I went to Target at 5pm with my roommates. As I walk to the toy aisle I saw parent with their young children. The store was busy but not crowded their where about five to ten families at the toy section. The adults in the toy section with children or without where mostly female. Target had multiple aisles for children’s toys it was divided pretty evenly between girls and boy’s toys with one or two aisles for newborns.

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.

Target announced that they will be removing some of the gender specific categories and replacing them with displays and signs that are gender neutral. Along with signs and displays, they will be also be removing specific colors such as pink, blue, yellow and green that suggest a specific gender. The reason for this change is due to the various complaints of shoppers that “raised important questions” (Derespina, 2015). Target is working to find out which parts of the store can undergo a change that will lead to an improved balance. So far, Target has decided to make the bedding and toys sections for kids, rather than for boys or girls. The way that they are shelved will now make no references to gender. Target has formerly had sections titled “building sets” and

In conclusion, the toy store observation allowed me the chance to look at toys designed for each gender and neutral toys. I observed how socialization affects gender attitudes, values, and behaviors. This paper also gave me the opportunity to look at the gender roles these toys promoted, as well as helped me to learn new things. Through this assignment, new questions were raised, however, I also gained knowledge.

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.

Through my experience in the toy department of Wal-Mart I have learned that no toy is manufactured unintentionally but that each has a purpose and a targeted audience. This conclusion was made through my critical analysis of marketing, colour choices, layout, and cost in regards to the toys. As I strolled through the three aisles, sections of toys began to blend together as it was organized in an orderly manner; separated by colour choices and characteristics. As a result, it was made evidently clear which toys were being targeted to which specific sex. Moreover, from the flyer to the bright, over-the-top graphics, the marketing methods were very persuasive and convincing to children and parents alike. In addition, Wal-Mart used sale methods to draw customers to their products. These sales worked to promote the product to parents as well as reach families of different socio-economic backgrounds. However, despite their effort, the products within Wal-Mart do not achieve the reduction of the economic gap due to the separation of one product set, which increases overall cost of that whole product. In conclusion, Wal-Mart’s Toy Department worked to convince children and parents alike to need and want their product in addition to instilling societal gender stereotypes and sustaining economic inequalities.

Through clothing, toys, children are negatively influenced by the stereotypes that accompany them. In clothing stores around Canada, the apparel of young boy's and girl's is stereotypical. Seen immediately in clothing stores is the extreme contrast between the two sections. The girl's section is filled with an abundance of sparkles, sequins, flowers, and pink on all articles of clothing. The boy's section is the

Going into different stores, one can easily pick up on the major gender roles each store supports. Even the morals of an innocent toy store, such as KB Toys, is tainted by the gender-differentiating dolls for girls, and trucks for boys. Upon entering the store you can tell right away which aisles attract which kids. To the left there is pink fluffy bears, pink Barbie and friends toys, white teddy bears etc. To the right there is a less vibrant color setting, coordinating army green, black, and gray color schemes. I think it is apparent to anyone who enters these stores that the pink pretty isles are meant to attract little girls, and the dark green and gray isles are meant to attract boys. Upon the packages of toy trucks and guns, there are pictures of young boys playing with them and/or cartoon male figures controlling them. On the packaging of Barbie and her friends there are also other girls on the packaging. I was unable to pick up on a single female on the package of any toy truck or gun throughout the entire store. The

Watery eyes, flaring nostrils, flailing limbs, and the temper of a furious bull, your child is having a horrendous tantrum. Even though you’ve taught them morals and positive values, this seems to recurring issue. There is one question all parents must ask themselves, “ What kind of outside influences am I allowing my child to govern themselves with on a daily basis?” These days, boys and girls alike face the incessant impact of society in their social, intellectual, emotional, and behavioral lives. This influence starts at a young age with the toys and games our little tykes surround themselves with.