Earlier today, I took a trip to Target and decided to take a walk through the toy section. Since the holidays are coming, the aisles were pretty busy and I noticed that the only people shopping for toys were women, all of which were probably mothers. There was a very clear divide between the boys and the girl’s section. When looking at the toy section from afar, the girl’s section immediately stood out for me with its array of bright pink colors. The boy’s section, on the other hand, was less bright and consisted of more neutral, dark colors. When walking through the girl’s section, I found that there was an entire wall dedicated to all things Barbie. The Barbies themselves weren’t very diverse and it was hard for me to find a brown Barbie, in total I counted about nine different Barbies of color. Across from the Barbies was a section for baby dolls, it amazed me that the toy baby section is pretty similar to what I saw in the actual baby aisle. You can find anything here from toy diapers to baby clothes and even pretend baby food. As I continued through the girl’s section, I found toys that promoted female gender roles such as pretend kitchen sets, makeup sets, and jewelry kits. It was difficult to find anything in this aisle that wasn’t pink or purple, colors that were considered masculine such as green and blue were very limited.
The boy’s aisle, in all its darkness, gave off a very different vibe from the aisle next door. The toys in this section were examples of masculinity such as pretend weapons, buffed up action figures, and sports supplies. I found it interesting that the sports supplies were located in the boy’s section and not the girl’s section, the sports supplies that targeted girls were pink, such as a pink soccer ball. It was also impossible to find pink or purple in this aisle, as those would be considered feminine colors and no parent would be caught dead buying their son something pink. The toys in both sections have packaging that showed children playing with the toys. The boy’s section, like the girls, would only show boys on the packaging, giving the message that these toys were specifically meant for one gender and not the other. The gender-neutral aisle consisted of things like Legos, slime, and play-dough. Even though this aisle was the most inclusive of all genders, there were still subtle messages that targeted one gender and not the other. For example, the Legos for boys usually involved themes like Star Wars and were also much more difficult to build. The Legos for girls, on the other hand, were usually pretend houses and were much easier to build.
My observation of the Target toy section allowed me to gain a closer understanding as to how society rarely allows the two genders to overlap. The clear divide between the aisles gave me the impression that when it comes to children and gender, you must shop in the aisle assigned at birth, there is no overlapping, there is no inclusion.
