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class="article kicker-header clearfix mt_col-12"> <p class="series-name"> <span data-platform-component="KickerModal" data-platform-modal-image-path="" data-platform-modal-mobile-image-path="" data-platform-modal-text="" data-platform-modal-cta-link="{&quot;inPageLink&quot;:false,&quot;linkTarget&quot;:&quot;_self&quot;}" itemprop="isPartOf" 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&apos;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> 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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="&lt;p&gt;Action figures, like the Incredible Hulk seen here, have dominated &amp;quot;boy toys&amp;quot; for decades. Muscled and aggressive, the toy reinforces stereotypes of masculinity.&lt;/p&gt;
" 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="&lt;p&gt;My Little Pony burst into little girls&apos; televisions and toy boxes in 1981. The franchise was part of a highly lucrative pivot towards marketing pink and sparkles to girls. &lt;/p&gt;
" 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&#x2019;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&#x2019;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 &#x201C;little homemaker&#x201D;; the &#x201C;young man of industry.&#x201D; 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 &#x201C;young entrepreneurs,&#x201D; 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 &#x201C;overwhelmingly targeted at girls in a very explicit way: your little girl will love this dish set!&#x201D;</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&#x2014;Barbie, for example&#x2014;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&#x2019;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&#x2019; ability to advertise directly to children on television, but deregulation under the Reagan Administration dismantled those protections in 1984. Toys and children&#x2019;s entertainment became heavily intertwined, and manufacturers developed shows based on toys&#x2014;like <i>My Little Pony</i> and <i>Transformers</i>&#x2014;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 &amp; Marshall College in Pennsylvania, examined the <a href="https://www.disneystore.com/">retail website of Disney</a>, one of the most powerful children&apos;s tastemakers, and saw that every single toy was categorized as either &#x201C;girl toys&#x201D; or &#x201C;boy toys.&#x201D; 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&#x2019;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. &#x201C;We&#x2019;ve really defined a much narrower role of what counts as masculinity,&#x201D; Auster says. &#x201C; &#x2018;Tomboy&#x2019; can mean anything from neutral to great. &#x2018;Sissy&#x2019; is not meant in a positive way among kids.&#x201D; Children and parents alike often police masculinity in ways that can magnify gender distinctions in toys, she explains; it&#x2019;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&#x2019;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&#x2014;K&#x2019;nex, puzzles, Lego bricks&#x2014;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 &#x201C;building sets&#x201D; from &#x201C;girls&#x2019; building sets.&#x201D;</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&#x2014;and get more spatially related encouragement from their parents. Parents are more likely to use words that foster spatial thinking&#x2014;tall, big, edge, top, and bottom&#x2014;when their children play with more challenging puzzles.</p></div> <div class="parbase smartbody section text"> <p>These distinctions may shape later life: &#x201C;Spatial skills are a piece of the explanation for the underrepresentation of women in science and tech,&#x201D; says Jirout. Informal activities like play are key to developing spatial skills, which, she says, are &#x201C;not only important for math and science but for what we call &#x2018;executive function&#x2019;&#x2014;higher level thinking.&#x201D; Being comfortable with certain types of toys may also shape kids&#x2019; 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&#x2014;Hamley&apos;s in the U.K., which dates back to 1750&#x2014;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>&quot;You take the pink backdrop down, but it&apos;s still a pink aisle,&quot; 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&amp;companyid=HAS&amp;page=1&amp;pin=&amp;language=EN&amp;resizethree=yes&amp;scale=100&amp;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. &#x201C;Their biased views and their stereotypes might be influencing children,&#x201D; says Jirout. &#x201C;Girls don&#x2019;t necessarily care about the color of their toys.&#x201D;</p></div> <div class="parbase smartbody section text"> <blockquote> Editor&apos;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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