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

The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website 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 appeared on both lists, on the English language U.S. Disney Store website. The marketing of toys on the Disney Store website is important not only because of the growth in e-commerce, but also because of this company’s global domination of the children’s entertainment industry. Tabular analysis and chi-square revealed that bold colored toys, predominantly red, black, brown, or gray toys, and those that were action figures, building toys, weapons, or small vehicles typified toys for “boys only” on this U.S. website. Pastel colored toys, predominantly pink or purple toys, and those that were dolls, beauty, cosmetics, jewelry, or domestic-oriented typified toys for “girls only”. A majority of toys for “both boys and girls” were mostly “gender-neutral” in type, but they resembled toys for “boys only” in terms of their color palette, presumably to appeal to boys, who are less likely to cross gender lines than girls. The potential impact of the gendering of toys on individuals as well as limitations of this research and suggestions for future research are discussed. Sex Roles Springer Journals

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

Loading next page...
Springer US
Copyright © 2012 by Springer Science+Business Media, LLC
Psychology; Medicine/Public Health, general; Sociology, general; Gender Studies
Publisher site
See Article on Publisher Site


You’re reading a free preview. Subscribe to read the entire article.

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches


Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.



billed annually
Start Free Trial

14-day Free Trial