Boys, Girls and Toys - Oh My

It is apparent to anyone walking into a toy store or toy aisles at stores such as Toys ‘R Us or Walmart that there is an overwhelming amount of gendered packaging.  The packages that are intended for boys are usually blue, red, or green in color because marketers believe these colors are usually associated with boys.  In comparison, packages that are intended for girls are pink, purple, or light blue in color because these colors are usually associated with young girls.  It is evident that marketers are using colors to create a distinction between boys and girls products.  In addition, toys marketed for boys are usually guns, action figures, building blocks such as Legos, and video games.  Toys marketed for girls are usually dolls, playhouses, costumes, and baby dolls.  The gender roles of children seem to be determined at a young age based on what type of toys they should be playing with.  If we take a look at this first picture:

We can see the different marketing techniques used to target boys or girls.  The color and packaging should stand out to anyone walking down these aisles.  The types of toys are another marketing technique used.  Do marketers believe girls won’t build using Legos and boys won’t play house?  The marketers are trying to create a complete separation of boys’ vs. girls’ toys.     

          

Eventually, I Googled “boys’ vs. girls’ toys” and I found a series of toys that differ in their marketing to consumers.  The toys that stood out to me was the Nerf Guns pictured below.      

It should be apparent that the girl Nerf gun picture is targeting girls because of the use of feminine colors.  The colors include purple and teal, which feminize the product and make it acceptable for a girl to use.  In contrast, the second picture that targets boys is blue, orange, and gray in color.  The Nerf gun has a more masculine appearance to it as opposed to the first picture.  This is just another example of gendered packaging and marketing of toys to boys and girls. 

          

In the video posted, the young girl is complaining that girls’ toys are all dolls while boys get to play with superheroes.  The young girl argues that other girls just like her want to play with superheroes also.  I agree with her arguments that the products should be marketed gender neutral because both boys and girls should have access to play with the same toys regardless of gender.  Something has to be done to combat these stereotypical products and roles that marketers believe young boys and girls should assume at such a young age.