After venturing into Target’s toy section I was amazed to see the layout of the section and the design of packages the toys were found in. I am use to just shopping and looking for items, but playing the role of the observer I did notice HUGE gender separation! Simple things such as the wallpaper used or the words printed on the box can tell a great deal about the way our society perceives the personalities of boys and girls. These generalizations could be progressing the vicious cycle of standard roles held by mothers and fathers of a family. Today, I want to talk about how toy manufacturing companies perceive gender differences. First, for example, an Easy Bake oven which is located in the girls area of the toy store. On the box of the Easy Bake oven is a picture of a girl baking and a boy eating the cookies. This illustrates gender roles and also the expectations associated with each gender. Women in this situation are taught to do what they can to please the men in their lives. I thought this was very traditional; however, it is very common in households today that the men do the cooking. On the other hand, in the boy’s section holds the toys for “little engineers” and the Handy-Man doll, teaching that boys should be using their minds to build and construct. Referring to chapter 11, Exploring Identity Stories, in Gauntlett’s book, on page 259, he claims that, “Lego Serious Play improves and develops problem-solving and team building tools at a young age. The gender roles that control our society today are so difficult to overcome because they are taught by the toys that toddlers are playing with. So why are girls more likely to choose the Easy Bake oven, and boys more likely to choose the building blocks and Legos?

Furthermore, continuing with chapter 11, Exploring Identity Stories, reflection upon identity can we started and created at a very early age.  Many people have different childhood stories which has mold them and give people opportunity to communicate in various ways. In the same manner, social experiences later in life also create your identity.  Can identity be built permermently at a young age while playing with certain toys? Or is there a chance to change your identity as you grow up and face life itself? I just think you will always have that piece of memory for your childhood that you will cherish and do on to your own children.