Often, certain types of Christmas gifts are considered more appropriate for boys or girls. For boys, adults often bought functional or technical toys and for girls, toys are related to caring or art. Or at least, that is what we assumed. To test our hypothesis, we conducted a study (N=500). From that, we found that stereotypical gender segregation is still reflected in adult gift choices for children.
According to the study, 37% of adults bought art and craft supplies for girls, 36% fairy tale books and 54% different soft toys. For boys, 43% bought Lego bricks, 41% cars and 55% books, 26% of which were fact-based. The most popular colour for girls in gifts was pink and blue for boys.
According to the study, 37% of adults bought art and craft supplies for girls, 36% fairy tale books and 54% different soft toys. For boys, 43% bought Lego bricks, 41% cars and 55% books, 26% of which were fact-based. The most popular colour for girls in gifts was pink and blue for boys.
Based on the research results, we created median toys for girls and boys to shake traditional gendered perceptions of toys suitable for different genders. Once published, toys gained a massive amount of national interest.
With a small budget, we earned colossal media attention as all the biggest media (Helsingin Sanomat, Iltasanomat etc.) in Finland wrote about them and interviewed Plan Finland's experts. The attention helped us to speak about equality and raise interest in more meaningful gifts – like our Plan Finland's intangible gifts for children in need. In that Christmas, Plan made a record-high sales number with their intangible gifts.
Captions for boy toy: science-book 26%, Dinosaur 14%, Car 41%
Captions for girl toy: Princess outfit 15%, Fairytales 36%, Kitchen set 15%
