Recommend, 2019

Editor'S Choice

Share Toys for boys and toys for girls

Eva Paris @paris_eva

The muscular figures of Thor and Superman that appear in the photograph can not be found in my house. I do not know what would have happened if instead of girls I had children, but I would not like that disproportioned doll with the face of few friends and wielding a mallet among its toys.

It is also unlikely that my daughters were attracted to these dolls: they do not know them or have seen ads in which they appear, especially those ads that most attract their attention and that are in which girls appear.

On TV, in catalogs, in stores


kitchenettes for girls and cars for children. The Christmas vortex of gifts has already passed, but this question does not seem to be perishable. On the contrary, it is increasing as the years pass: most advertisements about games and toys contain some sexist treatment .

Apart from the weight of tradition and social conventions in our families and in society in general, this issue is reinforced in many cases by advertising. Despite the years, the choice of fun for the little ones continues to be governed by gender stereotypes.

This is reflected in the latest report of the Andalusian Observatory of Non-Sexist Advertising, where the aesthetics of the pink is still imposed on girls and the blue tune is closer to boys.

In the last Advertising Campaign for Games and Toys in Andalusia, carried out by the Women's Institute (IAM), it is observed that 63.9% of the advertisements on games and toys studied in 2010 contained some sexist treatment and infringed some point of the decalogue for non-sexist advertising prepared by the Junta de Andalucía.

85% of the ads analyzed promoted models that consolidate patterns traditionally fixed to each of the genres.

According to these data, sexist advertising has increased almost five percentage points compared to 2009. For this reason the institution has presented a campaign with the aim of raising awareness among the population about the need to eliminate the sexist and violent content of many games and toys .

Likewise, 39.77% of advertising spots attend to a stereotype aimed at girls, such as toys that allude to housewives or taking care of children. In the report of the Andalusian Observatory 2011, which will be published in an integrated manner in February, it is observed that advertising that contains the beauty of women as a synonym of success is also on the rise. C'est la vie .

We will be attentive to this report that talks about toys for children and toys for girls, how they sell them and how we buy them, falling without realizing (or without wanting to escape it) in the perpetuation of roles and stereotypes.

Via | Childhood TodayFoto | JD Hancock on FlickrIn Babies and more | Educate boys and girls, Differences between boys and girls: how do the times change ?, The stages in the learning of sexual categories, Lego Friends, the "feminine line" of Lego