Because that’s what women do: the dangers of stereotypes in kids’ toys

I’ve found some troubling gender stereotypes in the Playmobil range of toys. I love Playmobil: I had lots of their toys as a kid, and still enjoy them with my niece and nephews. The toys are fun, robust, varied, and interchangeable.

5491_product_detailBut like many toys, their boxes portray worrying stereotypes. As I show in more detail below, Playmobil boxes are much more likely to show women than men looking after kids, and often depict women cooking, cleaning, shopping, or in caring/nurturing roles. And among the child Playmobil figures on the toy-boxes, it’s often the boy who is portrayed as independent and the girl who is being looked after.

Does this matter? Such stereotypes, in combination with similar stereotypes in adverts, TV programmes, computer games, and other toys, can influence some kids. True, real life often conforms to these stereotypes, but that is itself part of why we should challenge these stereotypes: if from an early age kids see women doing most childcare, for example, many people will have that same expectation later on. It’s how we end up with female political candidates being told that they aren’t fit for public office because they haven’t done their job of having children.

This is precisely why the hashtag #EverydaySexism is so important: the images we see and the words we use affect what we think and, sometimes, what we do.

Women buying handbags. Because that's what women do.

Women buying handbags. Because that’s what women do.

Here are the details of my test. After spotting the stereotypes a couple of days ago, yesterday I ran a search for ‘Playmobil City Life’ on, and looked at the first three pages only. I found 64 toys, of which 32 had gender stereotypes on the boxes and 32 did not. (There were a handful of Playmobil toys in other ranges, some with and some without gender stereotypes on the boxes; I haven’t listed these below.) These numbers are approximate: the judgement-calls were not always easy, so I’ve tried to give Playmobil the benefit of the doubt where I can, although other people might code things a bit more or a bit less favourably to Playmobil. But the sheer number of boxes showing gender stereotypes is a concern.

Almost 100 adults were featured in total. 24 women were shown looking after children, cooking or cleaning, compared to only 11 men looking after children or cooking (and the one man cooking is cooking on a barbecue, of course). Women are shown shopping or going to the beauty salon 9 times, while 0 men do the same (but 1 man brings flowers to a woman – groan). Only 3 woman have an ‘action’ role, compared to 9 men, and in each case the woman’s role is less action-based than the men on the same toy-box: the female co-pilot is outside the airplane (the male pilot is in the pilot’s seat), the female Coast Guard worker is a lookout (the male Coast Guard workers are either in charge or doing the rescuing), and the female rescue-boat worker has a nurturing role (doctor) whereas the male rescue-boat workers do the rescuing. Many kids won’t pick up these subtleties, but some surely will.


A woman looks after two boys and a girl. The boys do active things by themselves, the girl needs help.

Even the portrayals of children on the toy-boxes are sometimes biased: I counted 5 toy-boxes where boys were portrayed as independent while girls were shown being helped by an adult.

Thankfully, there are equal numbers of women and men being portrayed caring for animals or working as vets: 5 women, 5 men. I counted 8 cases of women and 9 cases of men in fairly neutral jobs (e.g. waiter). And I counted 7 women and 5 men in leisure situations (e.g. sunbathing, dog-walking). So, I’m only claiming that the stereotypes are common, not universal.

(There might be a bias in the above numbers, by the way, if Amazon has put the most popular toys to the top of the list and toys with stereotyped boxes are bought more often. So, at some point I may have to test the complete sets on the Playmobil website.)

In summary, then, a lot of the toy-boxes are fine, but a lot are not – more than half, on my count. The simplest solution would be for Playmobil to vary their depictions of women and men for new toys. They could perhaps repackage some of the existing toys. They needn’t change everything: it’d be crazy not to depict some women looking after kids. But we need more boxes depicting more varied gender roles, among adults and to some extent the kids too. And I haven’t even touched on ethnicity (nearly everyone in the City Life series is white) or age (there were almost no old people portrayed). I discuss the problems with those and other stereotypes here.

Here are the specific toys I found in the test described above, listed in the (more…)