by Lanae Celeste

Created on: April 21, 2008

Common knowledge holds that girls like pink and boys like blue, boys won't play with dolls (action figures, of course, are a different story), and girls most likely won't find playing in the dirt nearly as enticing as playing dress-up. These views are "proved" by the toys children pick out at the store and play with at home; toys that are designed to "reflect" the "natural" preferences of children. After spending the better part of an hour closely examining the offerings of that childhood Mecca, Toys"R"Us, I have come to the conclusion that the "natural" preferences of children are anything but. Our children are gendered from the day they are born, socialized by the family, peers, schools, and the consumer products marketed to them. The toy store provides an interesting look at the cross-section of childhood socialization. Everything about toys, from color and pictures to language and themes, affects how children think about themselves, their gender, and the opposite gender.

The first thing that grabbed my attention upon entering the store was the riot of color that stretched in all directions. Many areas were dominated by a mix of bold yellows, oranges, blues, greens, and reds, but there were quite a few sections saturated in pink of every hue, with a splash of lavender or pastel yellow thrown in for good measure. No signs in these areas explicitly stated "girls only", yet there may as well have been pink Jolly Rogers with bows atop their skulls reading "danger: enter at risk of losing manhood". One particularly roseate area boasted an enormous sign that proclaimed "TM: Totally Me!" next to three larger than life black silhouettes accessorized with purses, earrings, and necklaces. The TM display offered up a range of items including make-up, nail, and hair kits, a bonanza of purses in all shapes and sizes, play telephones, and everything that can be made of plush, sparkly fluff. The display even held board games just for girls; aside from those old standbys Mystery Date and Mall Madness, there were even completely pink versions of Monopoly, Twister, and Jenga: Girl Talk Edition.

All other sections that weren't pink contained either gender neutral toys, or boy-oriented toys, although there was no signage to differentiate which section belonged to whom. The fact that pink and lavender so heavily dominated the sections dedicated to girls' toys while every other color was used in the "gender neutral" sections hints at the privilege of invisibility males often enjoy

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