How Has the Relationship Between Toys, Games, and Gender Roles Changed?

The media contribute to teaching about what girls should be influencing their gender roles, becoming part of guidelines to follow to be accepted socially.

The Woman Post | Margarita Briceño

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But they can also offer new models of the relationship between genders and therefore various children's toy brands around the world seek to promote the construction of a feminine image more in line with today's society, which promotes gender equality from the first years of formation.

Today the advertising and marketing industries have targeted their campaigns by mentioning the sense of empowerment in girls, in order to erase gender stereotypes and eradicate the social factors that prevent them from developing their full potential. The Mattel company with its project "Dream Gap" (The gap of dreams), seeks to take advantage of the global platforms of Barbie favoring through games the development of the intelligence and capacities of boys and girls so that they imagine themselves being scientists, firefighters, mathematicians, engineers or inventors regardless of gender. ”Reinforcing from different contexts that girls can do what they propose and that their gender will never be a barrier, manages to make a change from the depths of their psyche… at the level of self-concept and self-esteem this is reinforced by providing constant reinforcement given what they propose," says the Clinical and Educational Neuropsychologist, Natalia Brandwayn.


For its part, Lego seeks to encourage and advocate for today's girls in their transformation into professional decision-makers, whatever their interests, through the website LEGO Future Builders, which invites parents to submit a photo of their daughter holding her Lego creation, along with a few words that describe her creative approach. A) Yes. users will get a poster in the style of the iconic 1980s ad, which will be emailed and shared using the hashtag #LEGOFutureBuilders. The ultimate goal of this is to challenge gender stereotypes in society by promoting a more inclusive world of work.

The work is joint, both from the advertising media and from the very homes where the girls grow up, it is necessary to avoid creating prejudices in them and rather to encourage them to live in a tolerant society where everyone can have the same opportunities. “By having enough self-esteem to risk learning new things and enough reinforcement and female role models to persevere and strengthen these skills, girls manage to develop talents and skills without the limitation that carries the stigma of gender, creating dreams, projects, and identity from their life project and their passions and not from stigma and fear,” concludes Neuropsychologist Natalia Brandwayn.

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