The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website

  title={The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website},
  author={Carol J. Auster and Claire S. Mansbach},
  journal={Sex Roles},
The purpose of this study was to examine 1) the extent to which the gender marketing of toys on the Internet replicates findings of previous studies of the gendering of toys, and 2) the extent to which toys for “both boys and girls”, a previously overlooked category of toys, share characteristics, such as color and type of toy, with toys marketed for “boys only” or for “girls only”. The sample consisted of the 410 toys listed for boys and the 208 toys listed for girls, including 91 toys that… 
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