Toys Case Study

The socialization of children is greatly affected by the toys they are exposed to while growing up. Looking through magazines and walking down the aisles of toy stores it is clear that toy companies are supportive of cultural gender roles biases. Toys designed for girls are commonly found in pink boxes; typically these toys involve housework or taking care of children, for example, dolls and easy bake ovens. On the other hand, “boy” toys are found in blue and black boxes, and a lot of them involve construction and cars.

For a long time pink has been associated with femininity, which gives us the underlying assumption that girls are sweet, gentle, and delicate because that is what pink has come to represent in our society. Yet, the colours used in the toys meant for boys are black and blue which are seen as tough and aggressive. Coincidently, sweet, gentle and delicate is how society sees girls and how they believe they should act when they become women. Furthermore, tough and aggressive is how we want the men to be in our society. Critical sociology looks to gender as a competition where one gender is

The toy industry makes it seem acceptable that only certain toys are suitable for one or the other gender by marketing them as such. For a parent to differ, it would mean stepping out of the box, possibly alienating their child from others with a choice that might seem odd. Rather than making their child feel or appear awkward, parents continue to support the gender biases found in toys, thereby promoting gender socialization. It is important however, that parents, as role models and consumers, must be diligent in their choices and make decisions that will help either negate or balance out gender biases in