Könsnormerna bekräftas av föräldrar redan från barnets födsel, genom att välja könsstereotypiska leksaker, som enligt samhällets normer delar upp barnen mellan de biologiska könen. Detta påverkar inte endast barnets syn på sig själv utan även hur andra ser och behandlar barnet. Ett antal studier visar hur stereotypa leksaker ger barn en snäv syn på verkligheten och deras framtidsvisioner, något som påverkar jämställdheten mellan könen i framtiden. Det som saknas i litteraturen är föräldrars känslomässiga koppling till könsstereotypiska leksaker och problemen de står inför som resulterar i att de gör stereotypa leksaksval. I detta arbete blir det tydligt att föräldrar vill variera lek men att uppmuntra till detta tar för mycket tid och baserar då val av lek och leksaker framförallt på barnets egen vilja. För att exemplifiera en tänkbar lösning på detta problem utformades en produkt som underlättar för föräldrar att variera och göra normbrytande lek med barnets redan existerande leksaker. Detta arbete påpekar en viktig byggsten för ett framtida jämställt samhälle och hur detta lättare kan uppnås genom design. / Gender norms are validated by parents from the birth of a child by choosing gender stereotypical toys according to societal norms which divide children among the biological sexes. This affects not only the child's self-image but also how others judge and treat the child. A number of studies show how stereotypical toys give children a narrow world view and their visions for the future, something that affects gender equality. Parents' emotional bond to gender stereotypical toys and the difficulties they face that result in them making stereotypical toy choices is what is missing in the literature. In this project it becomes apparent that parents wants to vary play, but encouraging this takes too much time which leads the parents to make stereotypical choices of toys and play primarily based on their child's own will. To exemplify a possible solution to this problem, a product was designed, that makes it easier for parents to vary and make norm-breaking play with their child's already existing toys. This study points out an important building block for an equal future society and how this can be more easily achieved through design.

Background: Marketing communication often uses gender-stereotyped messages to reach their target groups more effectively. Activities like this can have harmful consequences, especially when aimed towards children. Those effects have been found to also contribute to gender inequalities, among other aspects. Therefore, such practices have generated criticism and as a consequence the search for possible solutions. One of them being gender neutral marketing. Purpose: This thesis aimed to investigate gender-neutral marketing with a focus on the children’s toy industry. While taking into account customers’ acceptance, as well as companies’ economic interests, a potential solution for gender neutral marketing initiatives is presented as a result.  Methodology: To get an insight into the requirements of customers’ acceptance for GNM, their thoughts, opinions, and experiences where of high interest. For this reason, an inductive, qualitative approach has been chosen. An exploratory research design, with a sample consisting of German parents, teachers, and psychologist, have been used to answer the research question.  Main Findings: The color pink has been found as a particularly high barrier towards equal playing behavior amongst children and towards gender neutral marketing. Regarding the area of children’s toys, boys have been found to be more restricted than girls. Conducting small steps, while not moving away too far from socially accepted behavior, is the key to a successful implementation of GNM. Delimitations: This study is limited to only German participants. As the sample size is relatively small, different cultural backgrounds would have added further demographic differences and consequently would have complicated the analysis. Therefore the researcher decided to focus solely on respondents of one origin, in this case German. Due to time restraints, the sample size was limited to only 9 Interviews. The lack of willingness from other psychologists to collaborate in the research also limited the sample size. Not chosen as one of the focal points in this study is a differentiation based on educational background. As the area of marketing is too broad, and unreliable for the sample, the researcher furthermore narrowed the topic of this thesis down on the child’s toy industry. As the sample size is relatively small, the respondents were meant to be as similar as possible, in order to analyse and compare their answers. Therefore, divorced or same-sex couples have been excluded from the sample. Please turn to the author if you want access to the transcripts of the interviews (alina.steindl@yahoo.de).