toy ads

I recently watched afternoon cartoons on Nickelodeon and Cartoon Network and I was shocked to find a flood of highly gendered toy commercials. These ads not only market toys to children but they also promote and encourage gender-specific values that are very limiting to boys and girls in different ways. The values and skills promoted in these commercials can play a critical role in the socalization of youth and their development of emotional expression, conflict resolution, the confidence to pursue various careers and the ability to maintain healthy relationships as adults.