Toy Characteristics Make Gender Identity

In Sex Roles journal, Carol J. Auster and Claire S. Mansbach wrote an article, “The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website," that focuses on the way the Disney Store website organizes its toys to appeal to it’s buyers, both parents and children. They have studied the website to observe how the toys are organized by color, type, and gender neutrality. Auster and Mansbach mainly focus on the research on characteristics of toys are gender labels.

Their researchers hypothesized that (1) toys with stereotypical gendered colors/toy types will be labeled as for the “appropriate” gender and that (2) toys labeled gender neutral will more likely resemble toys that are labeled “boys only”.  They focused on the Disney Store website’s toys only. The researchers also coded the toys by color and toy type.

So the codes (shade of color/toy type) were the independent variable and the Disney Store website labels “boys only” and “girls only” were the dependent variables. The researchers would then select 1 of the codes at a time and decide how many of those toys were labeled “boys only”, “girls only”, or “both boys and girls”. The outcomes supported their hypothesis (1) of stereotypical gendered colors/toy type will be labeled reflecting the “appropriate” gender that should play with the toy. [So the dark colors for boys, dolls for girls, etc…] Overall, out of 527 toys: 319 were “boys only”, 117 “girls only”, and 91 “both boys and girls” toys.

As the researchers categorized what colors and toy types were “boys only” and “girls only” they were able to conduct the study for the hypothesis (2). Based on color, most of the gender neutral toys were more like the “boys only” toys. Yet based on toy type, more “girls only” toys were also “both boys and girls” toy. The hypothesis (2) was partially correct since it had support from 1 code (color) of the toys but no support from the toy type code.

The article wraps up by stating its limitations: U.S. Disney Store, summer toys, and code toys by age. With these limitations future research can benefit from it. There can be studies done on other companies and websites. The articles conclusion suggested that there are few ways to change characteristics of toys to become gender neutral. The best way to improve a child’s influence of gender neutrality is to provide them with different types of toys (educational,musical instruments, artistic supplies) so they can accept gender equality. 

The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website  (This is a current Disney Store Website Image)

I think the article, “The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website” studied the Disney Store’s website well enough to obtain how genderized the toys they sell are. I agree with all of the hypothesis the researchers made because society influences children to like gender stereotypical toys and colors. Gender based toys make it difficult for children to learn gender equality and studies like this one can help toy companies create and advertise more gender neutral toys.

The research also seems well done as they provided limitations that can influence future studies to improve their findings. I do not strongly disagree with anything in this article or research. Auster and Mansbach mention how the characteristics of toys relate to advertisement and marketing. The research they have written provides details of genderized toy characteristics and they mention how companies can change them to supply gender neutral and equal toys.

How were the codes/characteristics assigned fairly to be either "boys only" or "girls only"?

• It was finalized by having 2 researchers assign codes, one code at a time (color then toy type), as toys for boys or girls. Then a third researcher categorize the ambiguous choices, choices where the the previous researchers picked opposite genders, by alternating from the first gender to the second one so it would be random. 

Why would they only focus on the Disney Store's toys if there are other brands that are just as popular like Hasbro or Fisher Price? 

• I think they focused on the Disney Store website and toys because Disney has its own popular television channel with kid shows of all ages. These shows are represented in a lot of their toys so children are being advertised to like their toys without even knowing. Therefore, its a popular toy brand to study.

Both of the sources I have covered approach the topic differently as my previous website source mentions that Sweden has noticed that toys are genderized so they want to become more gender neutral. While this academic article is a study to see how many toys are more genderized. Compared to the website source, this academic article is more focused on the gender influenced characteristics of toys that appeal to children and parent consumers. I think the academic article contributes to the genderized toy topic since it explains that the characteristics that were studied influence which toys are more popular to produce and sell. It is important to identify gender based characteristics of toys in order for us to understand what needs to be changed to encourage gender neutrality so children can understand and appreciate feminist equality.

 References:
Auster, Carol J., and Claire A. West. "[PDF] Springer – The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website, 2012 - West." West Welfare Society Territory. West-Info.eu, 17 Dec. 2012. Web. 12 Nov. 2014.