Children Toys Case Study

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Recommended: Gender inequality in toys

Research Question:
To what extend are children toys becoming less gender-specific as the society becomes more gender neutral?

I. Sub-Question 1:
Did the marketing strategy (such as advertisement) to promote children toys change? If yes, what are the changes?

A. Argument 1 to Sub-Question 1: The marketing strategy to promote children toys had little change. It has change to be less gender-specific.

1. Source 1 (Scholar Article): Carol J. Auster and Claire S. Mansbach, sociologists of the Franklin and Marshall College, cite several sources and concludes that there is only little change in the marketing strategy to promote children’s toys. A research done in 1997 claimed that gendered children’s toys consumer culture perseverated and only …show more content…

(2012). The Gender Marketing of Toys: An analysis of Color and Type of Toy on the Disney Store Website. Sex Roles, 375-388. doi: 10.1007/s11199-012-0177-8)

B. Argument 2 for Sub-question 1: The marketing strategy to promote children toys has no change. In fact, they have been more gender divided.

1. Source 2 (Website): Emanuella Grinberg, CNN digital storyteller focused on education relationship and gender identity cites the book “Cinderella Ate My Daughter,” by Peggy Orenstein stating that gender-typed colors, pink for girls and blue for boys, are increasingly used by toy marketing companies in the current years to maximize …show more content…

(2014, December 9) Toys are More Divided by Gender Now than They Were 50 Years Ago. The Atlantic. Retrieved from http://www.theatlantic.com/business/archive/2014/12/toys-are-more-divided-by-gender-now-than-they-were-50-years-ago/383556/)

3. Source 5 (website): Maureen Shaw, an expert on reproductive rights, violence against women and feminist activist, cites research done by Dr. Elizabeth Sweet stating the reason that cause toys being more segregated are color-coding and signage that used to gender divide toy aisles.

a. Analysis: Children might be influenced by the setting of toy departments or toy shops. If there are gender based signage and color, children will be prompted to go to the toy aisle that matches their identity.

(S5 - Bibliography Citation: Shaw M. (2015, September 5). Science Show Gender Neutral Toys Empower Children, and Possibly Society at Large. Quartz. Retrieve from:

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