...SUBJECT: Toys and Gender Roles FOCUS: Do pre-school aged children pick toys that relate to their gender? BACKGROUND: Children are born without the knowledge of gender roles. It is something that is taught to them. As they grow, they become more familiar with who they are and their gender. When a child reaches an age to choose a toy out of many toys to play with, what do they choose? Kohlberg’s study (1966) found when children can identify themselves correctly as male or female, they begin to value activities that are consistent with their gender identity. (Smetana. Letourneau. 1984) There are many theories regarding gender learning and the differences in children’s toy preferences. Per Liben and Bigler “a gender schema can be considered...
Words: 989 - Pages: 4
...When you think of a gift for a little girl, what comes to mind? A Disney Princess DVD? A mountain of pink cupcakes? A toy convertible for Barbie? These are the things that most of us have come to believe that all girls like. These are also the products marketers have created for girls… Notwithstanding the foregoing, there is an ongoing debate about gender-based marketing and in particular with gender-based marketing being focused on young children. . One of the events that triggered this debate was when LEGO came out with a product line for girls called Friends. The TV ad shows wonderful town of Heartlake where “Stephanie” and her friends get to enjoy “all the things girls love”: interior decorating, getting pedicures and baking cupcakes. The sets feature taller and shapelier feminine figurines that lock into pink, purple and pastel green settings, such as a dream house, a splash pool and a beauty shop. LEGO has created this product based on four years of behavioral research. This research purportedly led them to the conclusion that girls like everything pink, romantic and cute [5]. The product has generated outrage. The company was accused by many parents of feeding kids the gender stereotypes and locking them in to blue and pink roles in very young age. Marketing to children is even more of a grey area than marketing to women. When it comes to child psychology the foundation of any debate is the question as to whether their tastes are a product of either nature or...
Words: 1025 - Pages: 5
...people receive as a kid affects the way people view things as they grow older. When people think of kid’s toys, people do not really think much more beyond the surface of the toy. Toys are some of the first things kids interact with, which means the messages that these toys send to the kids are impactful and will leave an impression on them. Boys and girls’ toys enforces multiple ideologies on how boys and girls should act and be. When going to any type of toy store, people can clearly see difference between the toys for girls and the toys for boys. Even the simplest of toys are separated by gender just because of the color scheme that it holds. Legos are simple toy blocks, but they have two separate sets, one for girls and one for boys. The appearance of the toy, the activities of each set, and the packaging of the toy reinforces stereotypes and the connotative meaning of boys and girls. One difference between the girl and boy Legos are their packaging. The packaging of the girl and boy Lego sets are almost completely different. The boy packaging has dark colors, such as blues, blacks, greens, yellows and reds. Some of the boy packaging also has just boys playing with the Legos on the front of it. When it comes to the boys’ Legos none of the colors are bright and colorful, but the girls’ Legos...
Words: 812 - Pages: 4
...Gender Socialization through Toys and Sports In today’s society, there are many guidelines of how one should act and be. Gender socialization is the process where people take on notions of gender roles, gender ideas and gender behaviours. At an early age, boys and girls are told how to behave and act according to societal norms of gender behaviours and roles. The comparison of Jane Smiley’s article “You Can Never Have too Many” and John McMurty’s , “Kill ‘Em! Crush ‘Em! Eat ‘Em Raw!” provides an insight about how gender socialization is conditioned through toys and sports at an early age. Also teaching and reinforcing stereotypical gender roles through traits, appearances and occupation. (this is an incomplete sentence and it doesn’t flow very well with the previous sentence) Specific toys and sports are associated with certain genders and generalizes the role that boys and girls should uphold. Male characteristics are thought to be strong, tough and are unable to show weakness whereas female roles are to be nurturing, supportive and caring. In Jane Smiley’s article, the author focuses on how Barbie plays a positive role model in her daughter’s childhood. Barbie is portrayed as beautiful woman who posses feminine qualities. Young girls who tend to play with Barbie dolls have a mind set that they should grow up to be like Barbie. “Lucy could apply lipstick with her eyes closed by the time she was five.” (Smiley 238) This quote shows that children are easily influenced by the...
Words: 1137 - Pages: 5
...September, 2014 The toys in the 1970s were a big propaganda tool for new generations. For instance they had commercials of them cooking in kitchens. Elizabeth sweet stated “Gender has always played a role in the in the world of toys.” (Sweet). Which personally I think is true, but why should gender play a role in the world of toys? When kids go to the store they don’t care whether the toys they want are together or separated by gender. They just care about getting the toy they want. “Individuals are born sexed but not gendered, and they have to be taught to be masculine or feminine.” (Lorber). Parents make their kids masculine or feminine by telling their kids what toys they can get and what toys they can’t get. No parent wants their son or daughter playing with toys from the opposite sex. So toy stores separate their toys because, stores know they can make more money by selling the same toy, but in a different aisle of gender. There’s been a study on parental toy purchases on parents leaving toy stores right after they buy toys for their kids; it’s been said that they’ve bought their kids the toys they did because there kids asked them for the toy. If this study is correct, I don’t believe that toys need to be segregated by gender. If parents just end up buying the toy their kids want. Taking kids to a toy stores and having them pick toys or picking toys for them is sexist and it’s gendering. Having worked at a toy store and having to separate toys for boys and girls, makes...
Words: 777 - Pages: 4
...Analyzing Gender Socialization by Julee Pettis As mentioned in the prompt, “We live in a very consumer-based culture, and much of our ongoing gender socialization, which comes from our participation in [what parents buy for their children” (Prompt). Sex is defined as the “...biological differences that distinguish males from females” (Conley 279). In addition, we are born with the sex we have unless a person changes it (Conley 279). Gender is defined as a “…social position; the set of social arrangements that are built around normative sex categories” (Conley 279). Furthermore, gender is the “…psychological, social, and cultural aspects of being a male or female” (SOC 150 Lecture). Another important concept are gender roles, which are defined as sets “...of behavioral norms assumed to accompany one’s status as a male or female” (Conley 287). For example, boys are expected to have blue toys, and society expects girls to have pink toys....
Words: 624 - Pages: 3
...1Gendered Toys: A New ApproachGendered Toys: A New ApproachElena Roque RodriguezCentral New Mexico Community College 2Gendered Toys: A New ApproachQuestions:Girls’ Toy 1Girls’ Toy 2Boys’ Toy 1Boys’ Toy 2Neutral 1Neutral 2a. Where in the store were the toys?Designated toy areaDesignated toy areaDesignated toy areaDesignated toy area Toy area-beginning/end aisleToy area beginning/end aisle b. Was the area for the toy designated in some way by the store management?(e.g., games, girl’s toys, boy’s toys, sports, etc.)Yes-toy located in “pretend play” toy aisleYesYes Yes YesYesc. What is the toy?Barbie STEM KitFirst Responder Backpack SetSuper Sense Spider-ManScience Academy-Gross Body LabFisher-Price Mega Bloks-Elephant ParadeOsmo Genius Kitd. What color(s) are in the packaging?Pink with some shades of blue as background, neutral grey for some trimLandscape portrait-blue sky and green grass on back. Front-blues and grey trim, aqua color and purples. Red, blue and light blue for background.Black with red trim and white lettering. reds, blues, yellows...
Words: 1257 - Pages: 6
...December 2012 Extra Credit Assignments Boy, Girl, or Neutral: You Be The Judge On December 3, 2012, I had the opportunity to visit a local toy store (Toys R' Us) and observe the gender stereotypes that were portrayed throughout the store. During this visit I also was able to talk to some of the customers or patrons about their thoughts on the toys and why they would buy a gender neutral toy specifically for a boy or girl. How they think it affects the development of the child and the results of buying a gender specific toy for the opposite sex. After visiting the toy store, it was clear that many of the toys were definitely gender specific; through the images on the boxes and the stereotypes that were found when seeing these images, many of the toys were designed specifically for a certain gender. The lay out of the store also influenced the separation of gender specific toys. For example, when first entering the toy store, a patron would notice a big pink sign hanging from the ceiling promoting parents to buy Barbies' for their daughters. But walking further throughout the store, the signs promoting Lego's or different games geared toward males were starting to become more prominent. When first noticing this I wondered why many of the female toys that were at the front of the store more prominent then the male toys that were in the front of the store and vice versa for the back of the store. This layout probably was promoting the initial emotions found when children...
Words: 846 - Pages: 4
...socialization of the boy or girl starts from the parents and people around them buying gender specific items. Children’s clothing and toys play a large role in socialization and with the all the stereotypes surrounding gender specific items this seemed like a very interesting area to research. My research question is: How does stereotypes of children’s clothing and toys influence gender identity? Literature Review: In Jane Little and Carol Martin’s (1990) study, “The Relations of Gender Understanding to Children's Sex-typed Preferences and Gender Stereotypes,” “Once children can accurately label the sexes, they begin to form gender stereotypes and their behavior is influenced by these gender-associated expectations. A cognitive component related to the sex-typing process, however, certainly does not preclude the significance of biological and socialization influences” (Little & Martin, 1990, p. 1437). In this study it showed that boys tended to choose more masculine clothing and the girls feminine items like dresses and frilly items. Toys were also presented to the boys and girls; boys choose more masculine typed toys like trucks, tool kits, motorcycles, army men. The girls choose toys more feminine like Barbie dolls, doll clothes, doll and crib, purse and a beauty kit (Little & Martin, 1990). In Clyde W. Franklin II (2010) study, “Becoming ‘Boys,’ ‘Men,’ Guys,’ and ‘Dudes.” Gender roles were discussed in cases where parents treat children differently depending on the...
Words: 1441 - Pages: 6
...Thomas Folsom 2/27/2015 Soc 1 Application 1 Toys and Socialization As I walk down the toy aisles in toys R Us, I notice that there is a large sign above the aisles saying boys. This aisle contains ninja turtles, WWE wrestlers, sports cars, dump trucks, motorcycles, and toy weapons of all sorts. The colors of blue, green, red, and yellow cover the aisles all darker shades of the color. All of the boy’s toys are very masculine. The next aisle I walk through is the girls section, this aisle is covered with dolls, princesses, cute animals, dresses, wands, small sized cleaning equipment and drawing boards. All of these toys are light blue, bright pinks all of these very feminine. The children in America learn stereotypes in gender roles through gender socialization. This is a sequence of adapting to the culture roles according to your sex, this starts at birth and will continue throughout life. Toys are very gender specific, because they teach and reinforce stereotypical gender roles for children. When we are first born children make an image of themselves as a boy or girl. We do this so we can fit in with society so we can interact with parents and teachers. Children pay close attention to the gender appropriateness of toys only after they get a firm grasp on the concept of gender constancy. Gender constancy alludes to a child's understanding that gender remains the same for the rest of his or her life. Children become aware of the fact that they will always be male or female...
Words: 986 - Pages: 4
...five-year-old girl named Riley went viral. Standing in a decidedly pink toy aisle she laments, “Why do all the girls have to buy pink stuff?” Riley is not the only one questioning the ways in which toys are gender-stereotyped and marketed, and some go so far to argue that, in addition to shaping gender identity, it in contributes to gender inequality. [additional discussion/framing main questions of the paper etc] Gender, not to be confused with sex, which is biologically defined by reproductive organs, may be understood as a socially constructed range of characteristics that pertain to and differentiate between masculinity and femininity. To further clarify, “male” and “female” are sex categories,...
Words: 1683 - Pages: 7
...Subject: Children’s toy Future Life with Toys Tags: Toy, Gender Stereotype Above picture comes from Liuyuhen’s tumblr. This is a typical gender stereotype for children’s toy. Girl will get dolls or anything that female should have. And boy will get cars or anything can represent muscling. Color of the toy is also different for each gender. Girl normally will get toy that is pink, red or purple. Boy will get toy that is black, blue or grey. This social construct norm create stereotype for two genders and potentially affect children’s future career. The difference between two genders’ toy reflect adults’ expectation for their children. Women are assumed to do in-house work or light work such as baby sitting, housekeeping and supporting work (like nurse). Men are assumed to do out-house work or heavy work such as joining army, constructing and political work. When children receive their toys, the toy will represent their future expectation from their parents. When children grow up with these stereotypes and expectations, they might have subconscious feeling about what they should behave or what they should do in order to fit these social construct norm. Some opponents might argue that when children getting older and have their own independent consciousness, this doesn’t necessarily mean they grow up to be in-house worker or out-house worker. However, several studies are showing that toy could affect children’s career. According to an article “Do children's toys influence their...
Words: 457 - Pages: 2
...Communications Memo PSY/322 October 7, 2013 Mary-Lynne Ament | Toys Inc | Memo To: | Management | From: | | Date: | October 7, 2013 | Re: | Educational Toys | | | | | Introduction In marketing communications there is no doubt that demographic and psychographic information is very important. In developing and creating a new line of educational toys for children aged 7-10, demographic and psychographic are going to play a major role in who Toy Inc should market to as well as what products to market. While educational toys are a great learning tool, I am going to look into a “toy” that can be used in different ways. I will go into what types of demographic and psychographic information will be the most beneficial to the organization and help create a great product to market to consumers. Marketing Objectives I will work for Toy Inc and look at what the needs of our consumers are. As well as survey the market to see what the needs are for a specific group of consumers. Because my position is creating a new line of educational toys for children aged 7-10 I must have a good understanding of our demographics. Looking at the market it must be divided into different segments based on common interests (Schiffman, L. G. and Kanuk, L, L., 2010). The key demographics that will be looked at are age and gender. When marketing educational toys, one will have to be aware of the age and gender as both boys and girls of different ages work at different speeds...
Words: 1032 - Pages: 5
...favourite colour is, and chances are she'll shout "pink". Toy aisles and clothing rails are packed with this shade, but is nothing but pink for girls harmful? How different it was in the early 1900s, when blue was for girls and pink for boys. Any colour so long as it's pink | The Women's Journal explained it thus: "That pink being a more decided and stronger colour, is more suitable for the boy, while blue, which is more delicate and dainty, is prettier for the girl." DressMaker magazine agreed. "The preferred colour to dress young boys in is pink. Blue is reserved for girls as it is considered paler, and the more dainty of the two colours, and pink is thought to be stronger (akin to red)." Rkgnifnviovn hree years ago, while she was on maternity leave, Ros Ball and her partner, James, began a diary of their children's lives. Their daughter Josie was three and their son Clem three months old. They wanted to record the moments when their children were made aware of gender stereotypes; when they were directed towards a view of the world in which girls and boys inhabit separate, rigid spheres of pink and blue – the first sphere passive, pretty and gentle, the second aggressive, active and strong. The results were tweeted under the title Baby Gender Diary, and Ball, a broadcast journalist who lives in London, couldn't believe how much there was to write about. On the first day, they went to a pantomime with a toy stall, where Josie's older male cousins directed her straight...
Words: 2850 - Pages: 12
...Target in Tulsa Hills, there is a clear distinction between the toys section for girls and the section for boys. Aside from the obvious pink and blue differences, there are also certain aspects that aren’t so apparent that differentiate the two genders. Companies use subliminal tactics in gender separation of toys, as well as blatant signs of what gender they expect will be using a certain toy. You can tell the difference between the toy sections in a quick glance. The color scheme of the girls is bright and pink, which give it a happy and positive atmosphere. The color scheme of the boys section is much darker and almost exclusively gray, navy, or black. Their toys also have more sounds in the packaging that are loud. This...
Words: 980 - Pages: 4