Context:

The fact that young girls today are rejecting gender-based stereotypes in play is a logical extension of the decades’ long conversation around gendered roles and expectations. An incremental, yet powerful shift in higher education and in the workplace is erasing the lines between traditionally “gendered” careers. In popular culture, strong female-lead characters are defying the stereotype of a dainty damsel in distress. And many parents today deliberately choose to avoid such stereotyping. This shift  is both lauded by the voices promoting gender equality and derided by more conservative critics. 

Action Steps:

• • Manufacturers and retailers should watch this space closely. As kids increasingly perceive toys as gender-neutral and play with any toy they choose, brands that lean in can get first-mover advantage, especially if they can do so without getting political. But this privilege may come with a burden of some backlash, at least initially. To appeal to a broader customer base, consider offering several product line varieties or designing store layouts in a way that accommodates both mindsets.