Analyzing Toys and Gender Socialization in Canadian Society

This essay explores the significant role toys play in shaping gender roles within society, focusing on how children learn specific skill sets and internalize societal expectations through their playthings. The analysis examines a toy store's theme, flyers, and marketing strategies, revealing how gender cues like color and role-based themes reinforce stereotypes. The essay delves into sociological perspectives, including structural functionalism and symbolic interactionism, to understand how gender roles are constructed and perpetuated. It also examines the influence of colors, store layouts, and age on gender assumptions related to toys. The conclusion highlights how toys reflect and reinforce gender roles and how this impacts children's perceptions and future roles within society. The essay references various scholarly articles to support its claims and provides a comprehensive overview of the topic.

Running head: TOYS AND GENDER SOCIALIZATION
Toys and Gender Socialization
Name of the student
Name of the University
Author note

1TOYS AND GENDER SOCIALIZATION
Introduction
Toys play a crucial role in the society in defining the roles of gender. Children learn
definite skill sets from the playing. The toys that the children possess determine to a great
extent the role that they would play in the society. The television advertisements, flyers and
catalogues were built on the basis of regressive gender stereotype. This essay elucidates on
the assumptions regarding gender that are imbibed in the toys and the differing sociological
perspective on this issue.
Description of the toy store
The theme and the flyers of the toy store revealed a separate identity for the girls and
the boys. I saw that the theme of the girl’s section was related to dolls and kitchen that serves
as a symbol of their functional role within the society. The theme and toys of the boys was
more innovative and it reflected the professional role that they would take up at the later stage
of life.
Analysis of the toys
I found out in the toy store that the modern method of marketing does not rely on
explicit sexism but more on gender cues like that of colour and gender roles. Beautiful
princess or the action hero was symptomatic of the notions regarding gender in the society.
Dr. Mick Cunningham has stated that normative behaviours which the children observe can
have an influence on the manner in which the children grow up (Mullins, pp 34) Normative
gender roles are reinforced on an individual with the help of stores, advertisements,
catalogues and flyers that sell a particular idea to the people.
Gender Role is indicative of the concept that society has regarding the men and
women and it defines how they should behave in the social structure. These roles are on the

2TOYS AND GENDER SOCIALIZATION
basis of the standard that is set by the society. I have understood that within the Canadian
culture, masculine role is associated with that of strength along with aggression. Feminine
role on the other hand is related with that of passivity and subordination. It is expected that
the girls will play with the miniature sized utensils and will in due course of time evolve to
become “perfect home-makers” (Harris and Shaun, pp 90). I found out that the toys that are
relegated to the male gender are that of machines, cars and electronic equipment that suggests
their future roles in the social structure. It is assumed that playing with these kinds of toys
will help in preparing them for the future vocation. According to Goffman, the social roles
are imbibed within people and when the right time comes people strat using them in front of
the society (Gerstel and Dan, pp 78).
Figure: Categories of Girls and Boys Toys
Source: Taken by the author
Sociological Perspectives pertaining to gender issues

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Structural functionalism is an important perspective in relation to sociological
research and it had a major influence on that of gender studies. The pre-industrial era saw the
men taking on the responsibilities outside that of home and the women were responsible for
doing the household chores. Talcott Parsons has said that structural functionalism represented
a particular stage in the process of developing of that of social science (Kollmayer et al., pp
76). Symbolic interactionism portrayed the human behaviour by the help of analysis of the
critical roles of that of the symbols. The meanings that are created by the symbols are fluid
and on the basis of the current assigned meaning. This sociological perspective states that
when people do work on the basis of the gender role then it is said that they are “doing
gender” (Spinner, Lindsey and Rachel, pp 90). Herbert Blumer has said that human groups
are the creation of people and the actions between the people play an important role in
defining the society.
Colours used in Packaging
By the help of the analysis of the toy store and the catalogues I found out that there
are some colours that are held to be feminine whereas there are other colours that symbolize
the male gender. The colours that are used in packaging for the girls are that of pink that
symbolizes the frail and docile nature of femininity (Colaner and Christine, pp 98). The
colours that are used in packaging for the boys are solid colours like that of dark blue that
represents the dominant position of men in the society.
Lay out of the stores
According to me, the layout of the stores points to the prevailing notions about gender
in the current society. The girls section of the store has images of Barbie and that of cooking
utensils that highlights their role in the prevailing culture. The boys section has images of car
and machinery that shows the productive nature of the male (Farr et al. pp 123). The themes

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of the stores are on the basis of the roles that has been ascribed to the gender and the
functions that they are supposed to play in the society.
Age and Gender Assumption of Toys
The society is rife with that of gender stereotypes and children learn to adopt to that of
gender roles. Children move from that of childhood to that of adulthood and they become
exposed to various factors that can influence their behaviour. These attitudes are learnt by the
children first at their home and then the school experience along with that of television
viewing help in forming the mindset of the children. Age is a factor in the gender assumption
of toys because the mind of the child is not rational (Yavorsky, Claire and Sarah, pp 167).
When the child grows up he starts to understand things and this makes them understand
things from a different light. The notions regarding gender however is deeply rooted in the
mind of the individual and this continue to stay with an individual throughout life.
Gendered Play expected out of the toys
The toys like dolls and cars are bought by the children and also by the parents of the
children. Girls often see other girls playing with miniature kitchen utensils and dolls that
make them buy such commodities (Colaner and Christine, pp 121). Boys on the other hand
buy car that is perceived to be associated with masculinity. Their parents also play an
important role in forming the mindset of the children as they often force the children to buy
the stereotypical toys.
Toys relating to adulthood
The notions about gender roles are imbibed in an individual since their childhood and
they continue to stay on in the mind of an individual throughout their entire life.ssss Society
has become modern and many people have been able to come out of their conservative mind

5TOYS AND GENDER SOCIALIZATION
set (Spinner, Lindsey and Rachel, pp 99). It can however be said that some people continue to
be dominated by the prevailing notions and fall prey to the ideas of gender stereotypes.
Conclusions:
The notions prevailing in the pre-industrial era gave birth to the concepts in relation to
gender role in the society. The men going out for working and the women doing the
household work gave birth to gender gap in the society. I have understood by introspecting
the toy store that the flyers and catalogues of the toy stores represent the notions regarding
the male and female gender that prevail within the wider society. Colours used in packaging
for girls and boys are in tandem with the roles that they play in the society. The machine and
the electrical equipments signify the professional world of the male gender. The doll on the
other hand is representative of the role that girls are supposed to play in the future. It is held
that playing with these kinds of toys can prepare them for their future life.

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References:
Colaner, Colleen Warner, and Christine E. Rittenour. "“Feminism Begins at Home”: The
Influence of Mother Gender Socialization on Daughter Career andMotherhood Aspirations as
Channeled Through Daughter Feminist Identification." Communication Quarterly 63.1
(2015): 81-98.
Farr, Rachel H., et al. "Children’s Gender-typed Behavior from Early to Middle Childhood in
Adoptive Families with Lesbian, Gay, and Heterosexual Parents." Sex Roles (2017): 1-14.
Gerstel, Naomi, and Dan Clawson. "Class advantage and the gender divide: Flexibility on the
job and at home." American Journal of Sociology 120.2 (2014): 395-431.
Harris III, Frank, and Shaun R. Harper. "Matriculating Masculinity: Understanding
Undergraduate Men's Precollege Gender Socialization." Journal of the First-Year Experience
& Students in Transition 27.2 (2015): 49-65.
Kollmayer, Marlene, et al. "Parents’ Judgments about the Desirability of Toys for Their
Children: Associations with Gender Role Attitudes, Gender-typing of Toys, and
Demographics." Sex Roles (2018): 1-13.
Mullins, Nicole M. "Insidious influence of gender socialization on females' physical activity:
rethink pink." Physical Educator72.1 (2015): 20.
Spinner, Lauren, Lindsey Cameron, and Rachel Calogero. "Peer Toy Play as a Gateway to
Children’s Gender Flexibility: The Effect of (Counter) Stereotypic Portrayals of Peers in
Children’s Magazines." Sex Roles (2017): 1-15.
Yavorsky, Jill E., Claire M. Kamp Dush, and Sarah J. Schoppe‐Sullivan. "The production of
inequality: The gender division of labor across the transition to parenthood." Journal of
Marriage and Family 77.3 (2015): 662-679.