![]() Good girls and wicked witches: Women in Disney’s feature animation. The real toy story: Inside the ruthless battle for America’s youngest consumers. Gender-linked differences in the toys, television shows, computer games, and outdoor activities of 5- to 13-year old children. Social interactions and play patterns of parents and toddlers with feminine, masculine, and neutral toys. Psychology of Women Quarterly, 17, 193–205. Pink or blue: Gender-stereotypic perceptions of infants as conveyed by birth congratulations cards. Characteristics of boys’ toys and girls’ toys. Bloomington: Indiana University Press.īlakemore, J. From mouse to mermaid: The politics of film, gender, and culture. Mahwah: Lawrence Erlbaum Associates.īell, E., Hass, L., & Sells, L. Zillman (Eds.), Media effects: advances in theory and research (2nd ed., pp. Social cognitive theory of mass communication. Englewood Cliffs: Prentice-Hall.īandura, A. ![]() Social foundations of thought and action. Journal of Advertising Research, 48, 255–266. Children’s responses to gender-role stereotyped advertisements. The potential impact of the gendering of toys on individuals as well as limitations of this research and suggestions for future research are discussed.īakir, A., Blodgett, J. ![]() A majority of toys for “both boys and girls” were mostly “gender-neutral” in type, but they resembled toys for “boys only” in terms of their color palette, presumably to appeal to boys, who are less likely to cross gender lines than girls. Pastel colored toys, predominantly pink or purple toys, and those that were dolls, beauty, cosmetics, jewelry, or domestic-oriented typified toys for “girls only”. Tabular analysis and chi-square revealed that bold colored toys, predominantly red, black, brown, or gray toys, and those that were action figures, building toys, weapons, or small vehicles typified toys for “boys only” on this U.S. The marketing of toys on the Disney Store website is important not only because of the growth in e-commerce, but also because of this company’s global domination of the children’s entertainment industry. The sample consisted of the 410 toys listed for boys and the 208 toys listed for girls, including 91 toys that appeared on both lists, on the English language U.S. The purpose of this study was to examine 1) the extent to which the gender marketing of toys on the Internet replicates findings of previous studies of the gendering of toys, and 2) the extent to which toys for “both boys and girls”, a previously overlooked category of toys, share characteristics, such as color and type of toy, with toys marketed for “boys only” or for “girls only”.
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