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The part that the toy store industry plays in creating gender References to Susan Willis essay Gender as Commodity Toy Store Practicum Susan Willis in her essay Gender as Commodity states Our culture is mass culture where one of the strongest early influences on gender is the mass toy market In todays toy market there is a much greater sexual division of toys defined by very particular gender traits than Id say has ever existed before Walk into any toy store and you will see recapitulated in the stores aisle arrangement the strict distinction and separation of the sexes along specific gender lines Barbies My Little Ponies and She-Ras in one aisle He-Man the Transformers and Thundercats in another The toy department in Target unmistakably displays the differences in the roles of little girls and little boys The simple fact that a person knows what toy is meant for a girl and what toy is for a boy shows the affect of gender roles in our society We were unknowingly raised with these unwritten rules When gender is assimilated to the commodity it is conceived as something fixed and frozen a number of sexually defined attributes that denote either masculinity or femininity on the supermarket shelf of gender possibilities The toy section of the store is a perfect model of Susan Willis supermarket of gender possibilities It is generally a gendered space aisles for boys and aisles for girls with a few exceptions Attempts of neutrality for the toy industry can be found in the baby and toddler toys aisle The majority of the toys were not obviously for a boy or girl These playthings focused on developing basic motor skills Either sex could play with these objects without guilt At this point in your life though you are more concerned with survival Sticking your toes in your mouth is a highlight of your day As we fumble through this short
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