Gender Stereotypes In Children's Toys

Ever since childhood, society has taught people how they should act, depending on their gender. There are many ideologies around gender, and how one should act as a woman or a man. There are many connotative meanings behind the word male, such as “tough” and “aggressive”. There are also connotative meanings being the word female, such as, “sensitive” and “motherly”. The stereotypes around gender begin at a young age based on children’s toys. Children’s toys create ideas about gender roles in many different ways.

The first thing that appears on Google when one searches “boys toys” is superheroes and trucks. And in contrast when one searches “girls toys” princesses and dolls appear. In further research, boys,’ and girls’ toys, ages 5-7 vary in

The colors of the packaging for the action figures are dark blue, red, and black. In contrast, the packaging for the dolls is pink, purple, and white. These colors are stereotypical “boy” and “girl” colors, which reinforce the stereotypes that men should like blue and women should like pink. Another difference between these two toys is how they advertise them. For example, the action figures are typically popular superheroes, or Star Wars characters. In comparison to the dolls, which are typically based around popular Disney princesses. This is an advertising technique used to increase sales. Toys are centered around popular movies in a specific time period. These advertising techniques reinforce ideologies that only boys like Star Wars and superheroes and only girls like Disney movies and princesses. Lastly, action figures are normally strong and fit and usually, represent a powerful person. These reinforce the stereotypes that men should be tough and strong, which in result make little kids believe that they need to live up to that image. In contrast, dolls teach little girls the motherly characteristic at a young age. This reinforces the stereotypes that women should be sensitive and motherly, so they can learn how to take care of their dolls, and in the future take care of their kids. Although these toys have many differences they also have