Title

Have Retailers Modified the Way they Sell Toys?

Comments

Faculty Mentor: Dr. Brooke Schaab

Psychology

Description/Abstract

Research using toy catalogs during the 2014 Christmas season suggested that retailers market toys in gender specific way (Cross, Scott, and Schaab, 2015). Even more disturbing was the finding that STEM toys were almost exclusively shown with boy models. Negative feedback from parents led to retailers claiming to advertise in a gender neutral fashion this season. Research compared 2014 and 2015 advertising from 3 major retailers to determine if advertising was more gender neutral. Data collected in 2014 suggested that a young-adult population may view toys as more gender neutral. Therefore, we explored how different adult age groups classified toys.

Presentation Type

Event

Location

Learning Commons @ Perry Library, Northwest Atrium

Start Date

2-13-2016 8:00 AM

End Date

2-13-2016 12:30 PM

Full Text of Presentation

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Feb 13th, 8:00 AM Feb 13th, 12:30 PM

Have Retailers Modified the Way they Sell Toys?

Learning Commons @ Perry Library, Northwest Atrium

Research using toy catalogs during the 2014 Christmas season suggested that retailers market toys in gender specific way (Cross, Scott, and Schaab, 2015). Even more disturbing was the finding that STEM toys were almost exclusively shown with boy models. Negative feedback from parents led to retailers claiming to advertise in a gender neutral fashion this season. Research compared 2014 and 2015 advertising from 3 major retailers to determine if advertising was more gender neutral. Data collected in 2014 suggested that a young-adult population may view toys as more gender neutral. Therefore, we explored how different adult age groups classified toys.