Gender Stereotypes In The Toy Market

Gender Stereotyping in the Toy Market and Its Effect on Society

While many parts of society dealing with gender inequality have made great strides in recent years, there is one area in which reform is lagging behind. Gender roles have been a steady source of influence in the toy market since the mid 1900s. As stated by Elizabeth Sweet, a sociologist at the University of California, “The world of toys looks a lot more like 1952 than 2012” (Sweet, 2012). The ideas of gender norms in this market are a good reflection of the current state of our society’s beliefs with these sorts of issues. In this era where family structures and gender roles are becoming more and more diverse, the ideals in the toy market are aiding in turning back time to a

However, the aisles meant to be associated with girls vary greatly from the aisles meant to be associated with boys. In the girls’ aisle rows of pink, purple, and sparkle await. Almost all of the toys in this aisle fall under the categories of grooming, fashion, and princess-related. These toys include dolls, accessories, makeup, and jewelry. The stereotype enforced here seems to be that all females are creative, nurturing, and appearance-oriented, preparing girls as lifelong caregivers and objects of beauty. The opposite is found in the next aisle, associated with boys. These toys are much more aggression, fighting, and spatial skills related, including toys such as action figures, guns, and building items. The colors in this aisle are mainly grey, blue, and

These types of toys encourage androgyny, which may be the best way to fight gender stereotypes. In this state, “gender roles encompass characteristics thought typical of both sexes” (Feldman, 2015). For example, a child may be encouraged to see men as strong-willed and assertive, but also compassionate. Girls may be encouraged to see females as tender and caring, but also independent and competitive. In other words, all children should be taught to see people as individuals rather than products of gender norms forced upon them by society. This can also positively affect self-esteem when they reach adolescence. Because of gender norms, adolescents face low self-esteem due to feeling as though an action that they partake in does not “fit in.” For example, a boy who is taught through gender stereotypes that men are strong, self-assured, and courageous may feel more defeated than necessary when he doesn’t make a sports team that he tried out for. While the measures being taken are a step in the right direction, our society has a long way to go before we can truly be free of gender bias that limits the development of our future