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Consumers in the Asia Pacific region believe that LEGO is a toy for both boys and girls.
Gender marketing still exists today, which is one of the easiest ways for brands to differentiate consumers. Classifying consumers by gender is not just for adults. In fact, brands also use gender marketing when marketing for children, especially children's toys .
According to a recent survey by online research firm YouGov, only LEGO is considered a toy that is suitable for both boys and girls. However, most people still think it is suitable for boys (79%) more than girls (55%).
At the same time, 45% of the 10,747 consumers surveyed in the Asia Pacific region believe that children's toys are too gendered. In addition, more than half of the respondents (70%) believe that children should be exposed to different types of toys rather than to specific sex-specific toys.
Although most people think that children should play different toys, they have different results when asked about the gender of a particular toy type. Only 26% said that boys should play with children's ovens or tea sets (23%), while 74% said they are toys for girls. Another tenth of respondents believe that Barbie dolls (13%) are not suitable for boys and 91% are toys for girls.
Among the nine countries surveyed in Singapore, Malaysia, Hong Kong and the Philippines, Indonesia is the only one that most respondents are unlikely to even allow boys to play Barbie (69%), tea sets (56%) or children's ovens ( 53%) of the country. Respondents also had an established idea of ​​toys for girls, with only 29% thinking that trucks or car toys are suitable for girls, and 85% think they are suitable for boys.
Brands may think that color plays an important role in gender marketing, but the results of the survey are different. Only one-third of respondents (36%) think pink is the color of a girl, and one-fifth (20%) think blue is a color suitable for boys.