Gender and Consumer Behavior in the Child Toys Market (an Abstract)

EasyChair Preprint 3236

Abstract

The ability of society to recognize the child as a consumer reveals the importance of this socialization process. The children's universe contemplates fantasies and activities that stimulate the creativity and cognitive development of children, in which toys, especially the line called make-believe, portray daily activities such as cooking, washing, drive and building. The toy industry generally chooses to reproduce societal stereotypes and enforce adult standards for children's products. Industries and stores promote a breakdown of toys by gender to reproduce society's stereotypes through packaging, colors, images, and advertisements that leave no doubt about the toy (for who the toy was developed: boy or a girl). Gender is a constitutive element of social relations based on perceived gender differences, which provides a means of decoding meaning and understanding the complex connections between various forms of human interaction. It is the social construction that a given culture establishes or elects in relation to men and women. This study aimed to analyze the presentation of gender in children's toys from catalogs of the Brazilian industry, taking into account the perception of parents in the choice of toys in the line labeled as make-believe.

Keyphrases: Child Consumption, Colors, Toys Market, consumer behavior, gender

@booklet{EasyChair:3236,
  author    = {Tamara Campos and Mirela Santos and Flávio Brambilla},
  title     = {Gender and Consumer Behavior in the Child Toys Market (an Abstract)},
  howpublished = {EasyChair Preprint 3236},
  year      = {EasyChair, 2020}}