Toys And Its Impact On Children And Their Performance Of...

Toys play an important role in childhood development as children learn roles and skills from playing. As a result, the toys children are subjected to have an affect on which roles, interests, and skills are learned and practiced. Through Lego’s product Duplo, I will demonstrate the influence particular gendered toys have on children and their performance of traditional gender roles. Gender, which is a learned performance, is something society has been taught from a very early age and toy advertising has played a significant role in reinforcing the performance. One tradition that is reinforced and naturalized by society is the ideology of a male dominated society, representing strong characteristics of heterosexuality and masculinity; also known as hegemonic masculinity. Therefore, using Ideological Criticism, I will analyze how through the branding and design of Lego’s Duplo toys, children have been constructed to do gender differently, ultimately perpetuating and rein forcing hegemonic masculinity. Lego’s Duplo Series Context Billund, Denmark in the early 1900s. In the small village of Billund, Denmark, Ole Kirk Kristiansen began building his dream of toy manufacturing in a woodworking shop. Within this shop, the first Lego toys of wooden ducks, planes, and trucks were created. Soon after, the Lego name, stemming from the Danish word â€Å"Legt Godt† was developed. The title of Legt Godt, meaning, â€Å"play well† in English and â€Å"I put together† in Latin, showcased the drive andShow MoreRelatedWomen s Lack Of Women1409 Words   |  6 Pagesgraduates in non-STEM programs.† Focusing on the STEM disciplines seem to play crucial roles in the future. 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