The pastel toy for the girl, the pacifier with ball motif for the boy? The baby article manufacturer MAM has investigated the stereotypes in purchasing behaviour in a survey.

Toy retailers and manufacturers can confirm it from their daily work. Despite discussions about gender, education and equality, the colour world for children is still classically dominated. This is also underlined by a new survey conducted by the baby article manufacturer MAM. The company asked around 5,000 parents about their baby’s colour preferences. The aim was to find out which colours the fathers and mothers use for the products on the shop shelves. Instinctively to the Coloeur, which allegedly corresponds to the sex of the baby? Or are parents able to ignore these stereotypes and educate their children in a gender-independent colour world? The result: many parents still like to buy gender-specific products. 64.5 percent of pacifier, clothing and toys are deliberately looking for colours that are attributed to one gender or the other. This is mostly blue for boys and pink for girls. For almost 100 percent of the interviewees, these two colours are gender-specific.

Colour stereotypes pink and blue dominate the children’s world

In contrast, colours such as yellow, green, red or grey are considered gender-neutral. MAM sees this as an opportunity for manufacturers. Since many colours are regarded as neutral, a greater variety for boys and girls can be offered here. In addition, certain colour barriers could break down further over time. However, classic boys’ and girls’ colours such as pink and blue still play an important role in the children’s room. This can also be seen from a glance at the shelves of toy retailers. The range is becoming more and more diversified. Gender marketing promises success and sales. Many toys are expressly aimed at boys or girls. And this is also what this young target group wants. This is also underlined by the Kids License Monitor, which appears regularly. While Paw Patrol, Tom & Jerry and Hot Wheels lead the list for four- to six-year-old boys, The Ice Queen, Disney Princesses and Bibi Blocksberg are at the top of the list for girls of the same age.

Colour preference is instilled

Where does this early fondness for certain colours and patterns come from? What the MAM study found out was also confirmed by US researchers. According to this, it is the parents who ensure that the children have certain colour preferences. Based on stereotypes, they tend to dress girls in pink and boys in blue. The children do this and learn. At the age of two and a half, the study found that girls already had a highly developed preference for pink, while boys became increasingly averse to this color.

 

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Link: The baby article manufacturer MAM has investigated the influence of stereotypes on buying behaviour for baby products.

Image: MAM

//KH