Learner Resource 4

Impact of advertising on children (social): Top ten children’s toys in 2014

In this activity, you will consider the influence of television advertising on children and the stereotyping in such advertising.

From the list of UK toys on the market in 2014, identify for each one whether you think they are associate more with girls or boys and explain why. Click on the link below to see what the toys look like.

Version 11© OCR 2016

Child Psychology

Toy / Girl / Boy association / Why do you have that association?
Cayla Doll - Cayla can answer questions about her likes and dislikes, general knowledge and sports results. Suitable for children aged four+, she features Google's SafeSearch technology so there will be no experimenting with "bad words" and unsuitable content!
Doh Vinci 3D deluxe styler - allows children to become a 3D designer mimicking the principles of 3D printing.
Kiddizoom smart watch - colour touch screen and motion sensor, can take photos and edit them, record videos and play three built-in games.
Barbie and me colour change bag - allows youngsters to hold it against any item of clothing and press a button to match more than 100 different shades.
Teksta T-Rex - mini robotic dinosaurs walk backwards and forwards, moving their heads from side to side, while sniffing and chewing on a favourite bone. For added amusement, they will spit it out with a "giant burp" when they've had enough.
Leapfrog Leap TV - a gaming system for three to eight-year-olds that features Wi-Fi and a camera which captures movement "for perfect pre-school gaming and activities" covering reading and writing, mathematics, science and social studies.
Transformers Chomp and Stomp Grimlock– 20inch robot with a mighty sword to take on enemies.
Boomco rapid madness - feature single-shot for accuracy or 20 darts in seconds that fire up to 50ft.
‘Frozen’ dolls - Ice Skating Anna and Ice Skating Elsa dolls.
Xeno the ‘cute’ monster - interacts with a dedicated app to "encourage hours of play" using eight touch sensors and audio inputs.

Have toys always been like this? Perhaps have a look at the top ten toys at Christmas through different decades as well. Has gender stereotyping changed?

Version 11© OCR 2016

Child Psychology