Gender stereotypes in online catalogs of Toy Stores in Quito, Ecuador

Abstract

The transmission of gender stereotypes to children is done from various social instances, often without awareness of it and due to ignorance of the impact it can have. The purpose of this study was to analyze toy catalogs published in Quito by stores on the Internet, assessing the transmission of gender stereotypes to girls and boys through classification categories, toy colors and illustration images. Using the methodology of observation with registration, a sample of 610 toys from the online catalogs of two toy stores was analyzed on one hand, and on the other hand a second sample with all the toys that had illustrations with human figures (n=516). The findings demonstrate the transmission of gender stereotypes through categorizations where toys are grouped by gender according to the traditional. Likewise, the significant differential use of specific color ranges for boys (black/ grey, orange/ red) and for girls (pink/ fuchsia, purple/ lilac) is evident. The illustration images that accompany the toys also convey stereotypes related to traditional roles for women and men, spheres and activities. The absence of scientific criteria for the classification of toys by gender is discussed, as well as the impact of the reinforcement of stereotypes in girls and boys related to roles in the construction of identity, in areas such as professional choice and parenthood.