Gender Stereotypes in the Design of Toys and Toy Packaging
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2022
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Abstract
AI-GENERATED ABSTRACT: Abstract: Children are exposed to gender stereotypes from a young age, and these stereotypes are evident in various aspects of their lives, including achievements, education, and toy preferences. Toys play a significant role in children's development and learning, but the use of gender stereotypes by toy designers and manufacturers perpetuates the notion that there is only one correct way to be a boy or a girl. This thesis investigates the effects of gender stereotypes on children through toys and explores the relationship between innate desires and learned behavior. It examines the development of gender-specific toy design and the approaches employed by designers and manufacturers. The thesis aims to benefit graphic designers by promoting a cautious design approach, parents by encouraging progressive upbringing, and toy manufacturers by advocating for inclusive design, marketing, and advertisement. The scope of the thesis focuses specifically on gender stereotypes in toys for children, considering their impact on cognitive abilities, imagination, creativity, and consumer purchasing decisions. The research encompasses children between the ages of two and twelve, acknowledging that this is a crucial period for social influence. The thesis draws upon data from Western civilizations, primarily the United States and Europe. It acknowledges the existence of other gender identities beyond male and female but limits the analysis to these two genders due to the limited available data. The methodology employed consists of a literature review, examining existing publications, articles, and studies on gender stereotypes, cultural aspects, gender relations, and children's behavioral habits. It also explores the historical background of gender signifiers such as pink and blue. Additionally, the thesis investigates toy design, marketing, and advertising, considering children's preferences and gendered design. The data collection involves analyzing books, journals, case studies, articles, and videos. Keywords: gender stereotypes, children, toys, toy design, gender-specific design, literature review, cultural aspects, gender relations, cognitive development, marketing, advertising