Gifts Today magazine

Older people opposed to gender neutral toys

iGen Insight have conducted a nationwide survey amongst adults in order to add real time insight into one of the key questions within the toy industry.

As reported last week, the gender labelling debate has once again been reignited with the news that Amazon.com have removed their gender filtering options on their main toys and games page.

iGen carried out a mini poll with more than 2,000 members of the general public aske: “Is the move to gender neutral categorisations of toys the right one?”

Whilst overall opinion leans in favour, the difference is only marginal, with 40% “Yes”, 36% “No” and the remaining 24% undecided. However in stark contrast, more than 50% of men aged 55+ disagreed with the move.

Younger people (regardless of gender) are much stronger advocates for the move away from gender labelling, with 64% in support. However, even though overall support does decline by age, women amongst the same age group (55yrs+), are still much more likely to agree (44%), than men (23%).

Although it’s not possible for us to draw any definitive conclusions from this single poll, it certainly does point to some interesting age and gender divisions.

With young people in much greater support of the move away from gender categorisation of toys, it suggests this issue will continue to have implications within the toy and games industry.


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