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<!DOCTYPE HTML> <html> <head> <meta name="viewport" value="width=device-width, initial-scale=1.0, maximum-scale=1.0, minimum-scale=1.0,user-scalable=no"> <meta http-equiv="content-type" value="text/html; charset=UTF-8"> <link rel="shortcut icon" href="http://www.nationalgeographic.com/etc/designs/platform/v2/images/favicon.ico"> <link rel="stylesheet" href="http://www.nationalgeographic.com/etc/designs/platform/v2/styles/main.ngsversion.25749225.css" media="all"> <link type="text/ng-style" id="mapmaker-style" data-src="/etc/designs/platform/v2/styles/mapbox_js/theme/style.css"> <link rel="stylesheet" href="http://www.nationalgeographic.com/etc/designs/magazine/styles/main.ngsversion.25749225.css" media="all"> <link rel="stylesheet" href="https://fonts.ngeo.com/hoefler/2-0-0-pre/hco_fonts.css"> <title>How Today's Toys May Be Harming Your Daughter</title> <meta value="How Today's Toys May Be Harming Your Daughter" name="og:title"> <meta name="description" value="The long history of separate toys for girls and boys shows that marketing by gender has a profound impact on children."> <meta value="The long history of separate toys for girls and boys shows that marketing by gender has a profound impact on children." name="og:description"> <meta value="http://www.nationalgeographic.com/magazine/2017/01/gender-toys-departments-piece/" name="og:url"> <link rel="canonical" href="http://www.nationalgeographic.com/magazine/2017/01/gender-toys-departments-piece/"> <meta value="article" name="og:type"> <meta name="og:site_name" value="Magazine"> <meta value="https://www.facebook.com/natgeo" name="article:publisher"> <meta value="2016-12-15T11:39:00-0500" name="article:published_time"> <meta value="2016-12-16T15:38:00-0500" name="article:modified_time"> <meta value="Magazine" name="article:section"> <meta name="twitter:card" value="summary_large_image"> <meta name="twitter:site" value="@NatGeo"> <meta name="twitter:creator" value="@NatGeo"> <meta name="twitter:title" 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class="kicker__series"><a href="http://www.nationalgeographic.com/magazine/2017/01" target="_self">Gender Revolution</a></span> </p> </header> <h1 class="main-title md-title mt_col-12 mt_col-lg-9"><span itemprop="headline">How Today's Toys May Be Harming Your Daughter</span> </h1> <div class="upper-right-ad mt_col-12 mt_col-lg-3"> <div id="upper-right-ad" class="ad-holder" data-ad-component="single" data-ad-config-key="sponsorAd_upperRight"></div> </div> <div class="article__deck mt_col-12 mt_col-lg-9"> <h2>The long history of separate toys for girls and boys shows that marketing by gender has a profound impact on children.</h2> </div> </div> </div> </div> </div> </div> </div> <span class="bumper--bottom bumper--leaderboard-desktop bumper--add-margin"></span> <div class="row article__body--container"> <div class=" mt_col-12 mt_col-lg-1 icon-menu addthis_toolbox "> <div class="sticky-addthis_toolbox__wrap"> <div data-platform-component="CommentButton" 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</div> <div id="article__body" class="paragraphs mt_col-12 mt_col-lg-7"> <span class="bumper--top bumper--top_addthis"></span> <div id="StickyBoxAd" class="ad-holder" data-ad-component="stickyBoxAd" data-ad-config-key="stickyLeadAd"></div> <span itemprop="articleBody"> <div class="parsys content"><div class="imageGroup section"> <span class="bumper--bottom bumper--add-margin bumper--bottom_addthis"></span> <div class="fullsize-element clearfix "> <div class="media--medium__container"> <div data-platform-component="ImageGroup" data-platform-id="f4ff2cfa-4c79-4559-ac09-60181b2034e8/content/imagegroup" data-platform-pagewide-presentation-disabled="false" data-platform-hide-gutter="false" data-platform-hide-for-mobile="false" data-platform-disable-enlarge="false" data-platform-size="medium" data-platform-image1-path="http://www.nationalgeographic.com/content/dam/magazine/rights-exempt/2017/01/Departments/gendertoys/NatGeo_02a_sm.jpg" data-platform-image1-caption="<p>Action figures, like the Incredible Hulk seen here, have dominated &quot;boy toys&quot; for decades. Muscled and aggressive, the toy reinforces stereotypes of masculinity.</p>
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" data-platform-image1-credit="Photographs by Dan Forbes" data-platform-image1-alt-text="Picture of a green action figure in front of a blue background" data-platform-image1-aspect-ratio="1.2728402734617774" data-platform-image1-guid="ec44d436-1b0a-468a-a750-943c7fd0d155" data-platform-image2-path="http://www.nationalgeographic.com/content/dam/magazine/rights-exempt/2017/01/Departments/gendertoys/NatGeo_01a_sm.jpg" data-platform-image2-caption="<p>My Little Pony burst into little girls' televisions and toy boxes in 1981. The franchise was part of a highly lucrative pivot towards marketing pink and sparkles to girls. </p>
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" data-platform-image2-credit="Photographs by Dan Forbes" data-platform-image2-alt-text="Picture of blue toy pony" data-platform-image2-aspect-ratio="1.2728402734617774" data-platform-image2-guid="7b75fb0a-76e0-4133-a960-7828ec3fdbb2"></div> </div> </div> <span class="bumper--top bumper--top_addthis"></span> </div> <div class="section byline"> <div id="jzis57gx" data-platform-component="Byline" data-platform-hide-bylines="false" data-platform-hide-publish-date="true" data-platform-publish-date-format="ngm"></div> </div> <div class="parbase smartbody section text"> <blockquote> This story appears in the <a href="http://www.nationalgeographic.com/magazine/2017/01/">January 2017 issue</a> of <i>National Geographic</i> magazine. Read the print version in stores December 27, purchase a copy by mail by calling 1-800-777-2800, or come back to read the full digital version of the issue online on December 19. </blockquote></div> <div class="parbase smartbody section text"> <p>For adults, play is a break from life. For children, especially in the earliest stages of childhood development, play <i>is </i>life, and toys are the tools of early learning.</p></div> <div class="parbase smartbody section text"> <p>That includes lessons about gender. American society has made significant strides towards gender equality over the past century, but children’s toys seem to be moving in the opposite direction, reinforcing traditional roles rather than expanding them. The implications are serious: The way girls play may affect how their brains develop.</p></div> <div class="parbase smartbody section text"> <p>There’s a long history of marketing toys by gender. Sociologist <a href="http://www.elizabethvsweet.com/">Elizabeth Sweet</a>, at the California State University, Sacramento, analyzed more than 7,300 toys in Sears catalogs from the 20th century. She discovered that gender-based toy ads from the 1920s to the 1950s pushed traditional roles: the “little homemaker”; the “young man of industry.” In 1925, about half the toys in the Sears catalog were marketed explicitly to either boys or girls. Many toy advertisements appealed to boys as “young entrepreneurs,” with a sales pitch to use on their parents. In 1945, with World War II winding down and many women leaving factories for domestic life, Sweet says toys were “overwhelmingly targeted at girls in a very explicit way: your little girl will love this dish set!”</p></div> <div class="parbase smartbody section text"> <p>It was not always this way. With the second-wave feminist movement in full swing, the 1970s saw a near-elimination of gendered toys: Only 2 percent of toys in the 1975 Sears catalog were marketed explicitly to boys or girls. Even the small fraction of gender-specific toys—Barbie, for example—were mostly outfitted in primary, gender-neutral colors: red, yellow, blue.</p></div> <div class="parbase smartbody section text"> <p>But in the 1980s, gender distinctions resurged in children’s goods, especially clothing. Marketers may have seen an opportunity as ultrasound technology became widely available, says Sweet, and parents could learn the sex of their babies before birth.</p></div> <div class="promo section relatedContentList"> <div class="bumper--bottom_addthis"></div> <div class="related-content-list"> <h6 class="related-content-list__title"> <p>You Might Also Like</p> </h6> <div class="related-content-list__body"> <span itemprop="relatedLink"> <a href="http://www.nationalgeographic.com/adventure/destinations/europe/top-7-european-ski-resorts" target="_self" itemprop="url" class="header-img-link"> <div class="related-content-list__image-wrapper"> <div class="placeholder-image-wrap" style="padding-bottom: 44.580078125%"> <div class="picturefill" data-platform-component="PictureFill" data-platform-alt="Picture of a skier skiing in Alagna, Italy" data-platform-imagecrop="null" data-platform-src="/content/dam/adventure/photos/european-ski/3221900008.jpg" data-platform-itemprop="contentUrl"></div> </div> </div> </a> </span> <ul> <li> <span itemprop="relatedLink"><a href="http://www.nationalgeographic.com/adventure/destinations/europe/top-7-european-ski-resorts" target="_self" itemprop="url">The Top 7 Ski Resorts in Europe Right Now </a></span> </li> <li> <span itemprop="relatedLink"><a href="http://news.nationalgeographic.com/2016/12/starling-murmuration-swarm-video" target="_self" itemprop="url">Watch a Mesmerizing Swarm of Starlings </a></span> </li> <li> <span itemprop="relatedLink"><a href="http://news.nationalgeographic.com/2016/12/spiders-pulsating-mystery-singapore" target="_self" itemprop="url">Disco Spider Pulsates With Color, Baffling Scientists </a></span> </li> </ul> </div> <div class="bumper--top_addthis bumper--add-margin"></div> </div> </div> <div class="parbase smartbody section text"> <p>It also became easier to reach kids. In the 1970s, regulations limited toy companies’ ability to advertise directly to children on television, but deregulation under the Reagan Administration dismantled those protections in 1984. Toys and children’s entertainment became heavily intertwined, and manufacturers developed shows based on toys—like <i>My Little Pony</i> and <i>Transformers</i>—that followed niche-marketing wisdom by appealing to just one gender, says Sweet. It was a boon for the toy business: By December 1985, nine out of the 10 best-selling toys were linked to television shows, according to Diane Levin, a professor of education at Wheelock College in Boston.</p></div> <div class="parbase smartbody section text"> <p>The onslaught of gender-based marketing has only become more pronounced. A recent study by <a href="http://www.fandm.edu/carol-auster">Carol Auster</a>, a sociologist at Franklin & Marshall College in Pennsylvania, examined the <a href="https://www.disneystore.com/">retail website of Disney</a>, one of the most powerful children's tastemakers, and saw that every single toy was categorized as either “girl toys” or “boy toys.” Those toys that were cross-listed for both boys and girls were all of a color scheme more traditionally associated with boys: blue, green, red, gray. Even for ostensibly gender-neutral children’s toys, masculine gender coding seems to be the default.</p></div> <div class="parbase smartbody section text"> <p>This is because girls have leeway in American society that boys do not. “We’ve really defined a much narrower role of what counts as masculinity,” Auster says. “ ‘Tomboy’ can mean anything from neutral to great. ‘Sissy’ is not meant in a positive way among kids.” Children and parents alike often police masculinity in ways that can magnify gender distinctions in toys, she explains; it’s hard to sell a boy a pink and purple play kitchen.</p></div> <div class="pullQuote parbase section text"> <div class="pull-quote pull-quote--small"> <blockquote class="off">Even for ostensibly gender-neutral children’s toys, masculine gender coding seems to be the default.</blockquote> </div> </div> <div class="parbase smartbody section text"> <p>Targeting toys by gender has consequences beyond socialization. A <a href="http://www.psychologicalscience.org/news/releases/playing-with-puzzles-and-blocks-may-build-childrens-spatial-skills.html#.WFFw45MrL1J">2015 study</a> found that boys are more likely to play with toys that develop spatial intelligence—K’nex, puzzles, Lego bricks—than girls are. Marketing can certainly play a role, says study author <a href="http://www.jamiejirout.com/">Jamie Jirout</a>, a developmental psychologist at the University of Virginia. The girl-oriented product line <a href="https://www.lego.com/en-us/friends">Lego Friends</a> focuses on playacting rather than construction; aisles in some toy stores distinguish “building sets” from “girls’ building sets.”</p></div> <div class="parbase smartbody section text"> <p>Boys also appear to play differently. According to a <a href="https://cogdevlab.uchicago.edu/sites/cogdevlab.uchicago.edu/files/uploads/Levine%20et%20al_2012_Puzzle.pdf">2012 study</a> by Susan Levine, a professor of education and psychology at the University of Chicago, boys opt to play with more complex puzzles—and get more spatially related encouragement from their parents. Parents are more likely to use words that foster spatial thinking—tall, big, edge, top, and bottom—when their children play with more challenging puzzles.</p></div> <div class="parbase smartbody section text"> <p>These distinctions may shape later life: “Spatial skills are a piece of the explanation for the underrepresentation of women in science and tech,” says Jirout. Informal activities like play are key to developing spatial skills, which, she says, are “not only important for math and science but for what we call ‘executive function’—higher level thinking.” Being comfortable with certain types of toys may also shape kids’ confidence in specific subjects, adds Auster.</p></div> <div class="parbase smartbody section text"> <p>There are signs things may be changing. Major toy retailers from Target to Walmart to Amazon are de-emphasizing gender labeling of toys. Even the oldest toy store in the world—Hamley's in the U.K., which dates back to 1750—dropped gender labeling in 2012.</p></div> <div class="parbase smartbody section text"> <p>Yet the toys themselves remain heavily split, the gender roles reminiscent of those pushed on kids in 1925, but more fantastical: The homemaker is the princess; the carpenter, the action hero.</p></div> <div class="parbase smartbody section text"> <p>"You take the pink backdrop down, but it's still a pink aisle," Sweet says of the toy sections of retail stores. In the risk-averse toy industry, where developing and marketing toys by gender is a reliable approach, companies like Hasbro divide their products into boy and girl categories on their <a href="http://www.shareholder.com/visitors/dynamicdoc/document.cfm?documentid=3180&companyid=HAS&page=1&pin=&language=EN&resizethree=yes&scale=100&zid=0f1680a8">annual reports</a>.</p></div> <div class="parbase smartbody section text"> <p>Ultimately, it may be up to parents to bridge the gender divide. “Their biased views and their stereotypes might be influencing children,” says Jirout. “Girls don’t necessarily care about the color of their toys.”</p></div> <div class="parbase smartbody section text"> <blockquote> Editor's note: The headline has been changed to better reflect the research described in the story. </blockquote></div> <div class="parbase smartbody section text"> <p><i>Natasha Daly is an assistant editor at National Geographic. 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