GiftNavResearch Library
SupportingPeer-reviewed experimental research· Peer-reviewed

Pink Gives Girls Permission: Exploring the Roles of Explicit Gender Labels and Gender-Typed Colors on Preschool Children's Toy Preferences

Weisgram, E. S., Fulcher, M., & Dinella, L. M. (2014 (September-October issue)). Journal of Applied Developmental Psychology, 35(5), 401-409. DOI: 10.1016/j.appdev.2014.06.004.

Read the original source →

Summary

Two studies with preschool children found that toy colors and explicit gender labels influenced some children's reported toy interests, with the effect particularly apparent among girls.

Key findings

  • Toy color and explicit gender labeling shifted some preschoolers' reported interest in a toy.
  • The effect was particularly apparent among girls in these two studies.

GiftNav takeaway

A caution against over-reading gender as destiny: presentation and marketing measurably shape some children's stated preferences, which is a reason to treat a child's own demonstrated interests as stronger evidence than gender-typed marketing.

Limitations & cautions

Small samples (73 and 42 children) measuring stated interest/judgments, not real-world purchases -- doesn't establish universal effects or prescribe colors by gender.

Themes

Related Gift Guides

Last reviewed September 15, 2026.

Back to shopping entry