Child’s Play: US Consumer Attitudes Toward Toys And Gender

The perception of gender shapes many consumer categories, especially those related to toys and childhood development. Amid a growing debate about blurring gender lines, half of US online adults believe that boys and girls prefer different toys because of their gender. Men, more than women, have gendered expectations of play — and boys, more than girls, bear more gendered expectations from both men and women. Your brand strategy must incorporate the impact of gendering on the size of the addressable market and alignment with your brand’s philosophy on inclusion and equality. This data snapshot provides insights on US consumer attitudes toward toys and gender.