Another startling observation is that it was virtually impossible to find any toys promoting prosocial behavior, especially any considered gender neutral. The only example located was a physician's kit that was obviously marketed towards boys. The child using the set on the box was a boy and the kit was located in the masculine aisle. .
The vast majority of toys for young boys contained either a level of violence, physical activity or elements of both. The most violent toys that could be found for boys were modeled after policeman, servicemen, firemen, and cowboys. It could be argued that young boys pretending to be policemen and to serve in the military is positive and that these people are role models. However, the interesting and contradicting element is that only the most violent parts of these positions were being targeted and modeled. Several policeman sets contained at least one firearm, a nightstick, and extra bullets. The military oriented toys were also among the most violent. There were numerous camouflage sets with hand grenades, knifes, bazookas, and guns. The western cowboy sets for boys contained such items as a holster and guns, spurs, and a mask. Interesting enough, the western cowgirl set contained none of these items and consisted of only a shirt and hat.
Although nearly impossible, one could find nonviolent gifts for young males. The second largest alternative for boys is action encouraging toys, whether it be sports related or action figures. This particular toy store had little to offer the aspiring athlete, but did have an extensive stock of action figures and toy cars. Television plays an influential role in the creation of action figures. The majority of action figures, which seem to be dolls for boys, were modeled after characters from television or the movies. For example, the stars from Wrestle Mania and WWF Wrestling have their own action figure.