Toys are tools used for children’s entertainment and development, however they also serve to shape a child’s understanding of societal norms. The toy industry has marketed gender based toys, which has reinforced stereotypical ideas about the interests and roles of each gender. Have you ever thought about the differences between the “boy aisle” and the “girl aisle” at your local store? Have you witnessed the differences in commercials and advertisements that market for boys versus girls? Noticing and understanding the influence of these gender based toys is essential in fostering a world that celebrates diverse interests and capabilities.

“In developing their gender identity there are clearly a number of entrenched stereotyped models of behaviour and appearance available to children, especially in the media: adverts during children’s TV slots are the most glaring examples of this. These may include toy preferences, pink/blue colour discrimination, hair length, play styles and emotional displays. Children at this point in the process of forming gender identity are seeking certainty; they are trying to find a rule or rules that will make them feel that they belong in the gendered world that surrounds them” (Holland 19)

As you explore this topic, think about what you personally have witnessed in regards to gender based toys. Also, allow yourself to think about the following questions:

1. What have you witnessed in regards to gender based toys and how they are marketed?
2. What kind of effect do you think this has on developing children?
3. What are some ways parents, teachers, marketers, etc. can shift to a more inclusive environment when it comes to toys and child play?

---

Gender Based Marketing

Toy Ads on Television

https://www.lettoysbetoys.org.uk/research/tv-advertising-research

Why Are Toy Commercials Still Like This? By Stephanie Thomson

https://www.theatlantic.com/family/archive/2023/01/toddler-gendered-toy-commericals/672822/#

From a small excerpt read, Stephanie Thomson conducted a small experiment at home with her 3-year-old daughter. She recorded all of the toy commercials her daughter watched in a one-week period with the intent of looking for patterns (stereotypes, male-female roles, colors used). “The all-girl commercials tended to use pastel colors, or pinks and purples; they mostly advertised dolls and plush toys, and products related to beauty and fashion. The all-boy commercials, in contrast, drew on colors such as yellow, green, red, and blue. Many of them promoted toys based on characters from video games—a Mario action figure, for instance, was tasked with rescuing Princess Peach…” (Thomson, 2023.) Leaving society to wonder, how did we step back from gender specific toys? How and/or what caused this shift?

Forbes: New Report Reveals How The Marketing Of Toys Reinforces Gender Stereotypes by Bonnie Marcus 

https://www.forbes.com/sites/bonniemarcus/2023/12/01/new-report-reveals-how-the-marketing-of-toys-reinforces-gender-stereotypes/?sh=13181df710e4

“A child internalizes gender stereotypes by the age of five” (Marcus).

Bonnie Marcus, Laurel Wider, and Jodi Bondi Norgaard discuss the significant impact of gender stereotypes in children’s toys and media and the efforts that are being made to combat and address these issues. Early influence of media and toys on children can be concerning, which highlights the need for parental awareness. Through their discussion, it is apparent that parents need to understand how marketing influences toy choices and experiences. Gender norms are reinforced through marketing and advertisements, including the toy’s design. They believe raising a whole child means encouraging and supporting the whole child. Overall, the conversation pushes the need to take a collective action to create a more inclusive and empowering environment for children’s play.

---

Boy Toys or Girl Toys or Gender free toys?

Over the years, the pendulum has swung between gender free toys to gender coded toys. People have made reasonable arguments about the benefits of both. What do you think…Should boys only play with “boy toys”? Should girls only play with “girl toys”? Do you have an open mind about what types of toys boys and girls should play with? 

This video explores the topic:

TEDx Talk: Beyond the Blue and Pink Toy Divide

Elizabeth Sweet talks about gender and toys at a 2015 TEDx Talk. Sweet is a sociologist whose research on gender, children’s toys, and social inequality is currently working on a book based on her research. As you view this Tedx Talk, think about the gender inequalities that may stem from gender coded toys.

---

Shift Towards Gender Neutral Toys

https://kidpowered.com/blogs/educational-toys/the-advantages-of-gender-neutral-toys

For a long time many toys were marketed and labeled for ‘boys’ or ‘girls’ but in recent years toy companies have begun to shift towards gender neutral toys. The shift towards gender neutral toys has provided children the opportunity to play without restrictions and stereotypes. By removing the labels associated with toys, children are free to explore toys and areas that simply interest them. The growth of STEAM/STEM toys has risen due to this recent trend as they allow children to use their imagination, exploration and critical thinking skills. Due to these toys becoming increasingly popular it is introducing children to experimental thinking and open-ended play. Children are able to invent and design creations through trial and error and learn that mistakes are a part of the learning process. 

Schools, teachers and classrooms are beginning to make the shift from gender based toys towards gender neutral ones such as STEAM/STEM toys. Below are examples of different toys that have begun to gain popularity within elementary school classrooms. 

The video below explains Mattel’s rationale for creating gender neutral dolls:

---

Benefits of Gender-Neutral Toys  

https://www.parents.com/fun/toys/kid-toys/ways-kids-benefit-from-gender-neutral-toys-and-activities/

What is nice about gender neutral toys is that these toys do not reinforce gender stereotypes. These toys allow kids to be kids. Toys in the early 2000’s were either marketed towards girls using colors such as pink, pastels and housekeeping roles (kitchen, cleaning, etc.) Whereas toys marketed towards boys used competitiveness and violence to promote the toy (monster trucks, guns, etc.) How can gender neutral toys benefit children? They promote STEM (Science, Technology, engineering, and mathematics) and STEAM (Science, Technology, Engineering, Arts, and Mathematics) early to children. Gender neutral toys also promote a growth mindset for children. Growth mindset allows children to create on their own through dedication and hardwork and also allows room for trial and error. The child has more of a “I can do this with extra practice” mindset rather than “I can’t do this, I give up” mindset. To conclude, these toys also empower children. These toys do not have labels; they empower and teach children how to reach their goals, how to overcome obstacles, and skills that are valuable for not only a potential profession but life.

---

LEGO Transition

https://www.washingtonpost.com/world/2021/10/12/lego-eliminates-gender-bias-stereotypes/#

DId you know that LEGO is transitioning to become a company to eliminate gender stereotypes from its products? This move comes after heightened debate about the role that toys play in creating and perpetuating gender stereotypes. According to Madeline Di Nonno, the institute’s chief executive, “Let the kids decide what they want to play, how they want to play with it and how they want to express themselves,” she said in an interview. The company wants to provide inclusivity for all children and their identity. Although a set date has not been provided by the company, the transition to becoming gender neutral is slowly occurring. What do you think? Could the rebranding of Legos become the new magnetic blocks? The latest craze?

---

References