Consumers Don’t See Gender as Binary, so Why Are Toys Still Pink and Blue?

Brands are starting to break the mold by marketing products to all children

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When Laurel Wider’s preschool-aged son told her that boys don’t cry, she was heartbroken. As a psychotherapist that specializes in gender, Wider prioritized raising her child without stereotypes. 

She soon realized that these lessons would only stick if they were reflected in his toys. She took matters into her own hands and launched Wonder Crew, a toy company that creates dolls “inspired by boys.” 

“If kids learn through play, where are the toys that encourage boys to express feelings?” she said.

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