Girls in Barbie Fashion Show in Children's Museum of Indianapolis Boys have shown an interest in computer games at an ever-younger age in recent years. A variety of global toy companies have marketed themselves to this aspect of girls' development, for example, the Hello Kitty brand, and the Disney Princess franchise.
Girls also demonstrate a longer loyalty to characters in toys and games marketed towards them. As young children are more exposed to and drawn to music intended for older children and teens, companies are having to rethink how they develop and market their products to them. Girls gravitate towards "music, clothes, make-up, television talent shows and celebrities". An industry executive points out that girls have entered the "tween" phase by the time they are 8 years old and want non-traditional toys, whereas boys have been maintaining an interest in traditional toys until they are 12 years old, meaning the traditional toy industry holds onto their boy customers for 50% longer than their girl customers. Boys, in contrast, apparently enjoy toys and games over a longer timespan, gravitating towards toys that meet their interest in assembling and disassembling mechanical toys, and toys that "move fast and things that fight". The packaging for the dolls labels them appropriate for ages 3 and up. Barbie dolls, for example, were once marketed to girls around 8 years old but have been found to be more popular in recent years with girls around 3 years old. Children have a desire to progress to more complex toys at a faster pace, girls in particular. Age compression Īge compression is the modern trend of children moving through play stages faster than they did in the past. Some games, such as many sports, are or were officially gender segregated, and the gender role given a toy or game may affect its marketing. Members of a culture that designated a game's gender role, as well as outsiders, may have difficulty discerning why it has that gender role. Games given a gender role are exclusive or segregationist, and a game labelled as such is often considered by both children and adults as appropriate for boys or girls but not both. Games and toys, or types of play, in many cultures are gender (and age) neutral, but some are given a gender role ( masculine or feminine). One commentator have argued that the market for girl's toys and games is more challenging than that for boys' toys and games. They may be traditionally associated either exclusively or primarily with girls by adults and used by girls as an expression of identity. Girls' toys and games are toys and games specifically targeted at girls by the toy industry.
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