Consumers Don’t See Gender as Binary, so Why Are Toys Still Pink and Blue?

Brands are starting to break the mold by marketing products to all children

The pink and blue divide indirectly separates cars and Barbie dolls by gender. Kacy Burdette
Headshot of Emmy Liederman

When Laurel Wider’s preschool-aged son told her that boys don’t cry, she was heartbroken. As a psychotherapist that specializes in gender, Wider prioritized raising her child without stereotypes. 

Emmy is an Adweek contributor who is completing her journalism degree at The College of New Jersey with minors in Spanish and broadcast journalism.
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