Mad World:  Toy Ads and Learning Gender from Bitch Media

Mad World: Toy Ads and Learning Gender

Mad World post by Anita Sarkeesian, Submitted by Anita Sarkeesian on November 16, 2010 – 3:36pm; tagged advertising, Feminist Frequency, kids, Mad World, toy ads.

I recently watched afternoon cartoons on Nickelodeon and Cartoon Network and I was shocked to find a flood of highly gendered toy commercials. These ads not only market toys to children but they also promote and encourage gender-specific values that are very limiting to boys and girls in different ways. The values and skills promoted in these commercials can play a critical role in the socalization of youth and their development of emotional expression, conflict resolution, the confidence to pursue various careers and the ability to maintain healthy relationships as adults.

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