Gender-Typing of Children’s Sports Toys Persists: A Mixed-Methods Investigation

Abstract

Developmental psychologists have studied how toys shape gender schemas but have not focused exclusively on sport toys. Given persistent gender gaps in sport participation, it is important to understand how gendered meanings about sport are communicated and perceived through all kinds of play. This mixed methods research examined such meanings attached to sport toys using a content analysis and a survey. In Study 1, a content and descriptive analysis of toy listings (N = 107) on retail websites revealed that most toy names lacked explicit gender labels. However, toys were more likely to display masculine color schemes and boys outnumbered girls 2-to-1 in photographs of children playing with the toys. Boys were also depicted as more actively engaged, especially with highly physical sports. In Study 2, a correlational analysis of survey responses from 530 participants indicated that adults primarily viewed sport toys as masculine, though they saw dolls, aesthetic toys, and pink toys as appropriate for girls. Aggressive sport toys were linked to boys even when they were pink, indicating limits to the impact of implicit gender markers. Together, both studies show that sports toys are still viewed as (mostly) for boys and suggest that these messages may communicate gender stereotypes about sport. Evidence-based recommendations for toy sellers regarding toy color and gender representation are included, as is advice for toy purchasers who want to encourage gender inclusive play and flexible gender schemas.