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Toys And Gender

 

            In order to complete this project, a visit to the KayBee Toy store located in the Mountaineer Mall in Morgantown, West Virginia was required. The store carries a variety of toys encompassing all ages and preferences. For example, one can find gender-specific, educational, computer-oriented, and make- believe toys, as well as art supplies once inside.
             The store is arranged so that the toys are separated by age, orientation, and gender. Located in the farthest right aisle of the store, are toys specially marketed towards young females. This aisle is lined with Barbie dolls, makeup sets, shopping carts, and tea sets. The next aisle over is designed for the youngest customers. The next aisle to the left is a showcase of action figures, weapons, and toy cars resembling any little boy's Christmas list. The last aisle in the store, the farthest to the left, contains board games, computer software games, and puzzles from ceiling to floor. This is the only aisle in the store that does not have merchandise separated by gender or age.
             The most recently released, and perhaps highly sought after toys are conveniently located at the front of the store. Examples of these are action figures and stuffed animals from the recently released movie Monsters, Inc. Toys from the highly anticipated movie, Harry Potter, were placed in the center of the store and right beside the register. It was unclear if this was done so that shoppers and children could easily spot these toys or if it was meant to deter theft. Other tactics used to leer foot traffic down the heavily stocked aisles were the strategic placing of enticing items at the aisle entranceways. For the predominantly feminine aisle, the latest Barbie dolls and expensive model cars leading the way to the primarily masculine aisle.
             The general make up of the store's inventory appeared to be somewhat one sided. It remains that toys of all kinds can be purchased from this KayBee Store, but the amount of toys targeted at young males significantly outnumbered the amount of toys for young females.


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