Do gendered toys still exist? Young girls say yes—but they’re pushing back

The survey found that while 82% of girls believe science or engineering sets should be for both boys and girls, only 55% felt the same way about action figures.

Meanwhile, 81% of respondents believed that craft sets should be for everyone, but a toy that is pink was still overwhelmingly seen as “for girls” by 75% of young respondents.

These findings highlight an interesting contradiction—while many girls reject traditional stereotypes in some areas, such as STEM toys, others still associate colour with gender.

Why are gendered toys still a thing?

For years, parents, educators, and campaigners have been calling for an end to gendered marketing in the toy industry.

While many brands have moved towards more inclusive advertising, the idea that certain toys are "for boys" or "for girls" still lingers.

Part of this is due to how toys are packaged and displayed. Walk into many toy shops, and you’ll still see separate "pink" and "blue" aisles, reinforcing the idea that dolls and play kitchens are for girls, while trucks and building sets are for boys.

The Girl Talk survey results suggest that while young girls are challenging these stereotypes, they are still affected by them—especially when it comes to toys associated with traditionally masculine activities, like action figures and superhero sets.

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STEM toys are becoming gender-neutral—but action figures aren’t

One of the most encouraging takeaways from the survey is that STEM toys are now widely seen as for everyone.

With 82% of girls believing science and engineering kits should be for both genders, this suggests that campaigns to encourage girls into STEM fields are making an impact.

Claire Norman, Editor of Girl Talk, sees this as a positive shift:

It’s great to see that young girls are embracing STEM toys, but it’s clear there’s still some way to go in breaking down gender stereotypes in the toy aisle.

However, action figures—a staple of many boys’ toy collections—are still not widely seen as gender-neutral.

With only 55% of young girls seeing them as "for both boys and girls," it suggests that the toy industry still has work to do in making traditionally "male" toys more appealing to all children.

The impact of gendered toys on future careers

Research suggests that the toys children play with can influence their interests and career aspirations later in life.

If girls feel more encouraged to engage with STEM-related toys, they may be more likely to pursue careers in science, engineering, or technology.

However, the continued gendering of certain toys—especially action figures—could reinforce outdated ideas about what activities are "for boys" and "for girls."

This could explain why more girls are embracing STEM toys but still associate certain traditionally "male" activities with boys.

Are parents and retailers keeping up?

While attitudes are shifting among children, parents and retailers still play a big role in shaping toy preferences.

Some major toy brands have made efforts to remove gender labels and introduce more inclusive advertising, but many still market products based on traditional gender roles.

For example, science kits now often feature girls on the packaging, but dolls, fashion sets, and pink-themed products are still overwhelmingly targeted at female shoppers.

Retailers have a key role to play in encouraging gender-neutral play by removing gendered labelling and mixing traditionally "male" and "female" toys together in store displays.

The future of toys: A more inclusive approach?

Girl Talk’s survey shows that girls today are far less constrained by gender stereotypes than previous generations, but some old habits remain.

While many young girls now embrace science and engineering toys, they still view certain colours and toy types as gendered.

However, as brands, parents, and retailers continue to push for more inclusive play, these attitudes may continue to evolve.

The future of toys could be one where all children feel free to play with whatever interests them—without worrying about whether it’s "for boys" or "for girls."

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