While reminiscing on my Winter Break, I think back to the frenzy of holiday shopping. As I wandered the aisles of a Target that felt more like I-15 during rush hour, my claustrophobia-induced frustration quickly burst into anger when I walked past the toy aisle.

On one side I found several rows of various colors and shapes, words screaming at me from their place on cardboard boxes: “Fast!” “Rugged!” “Strong!” I turned my head, hoping to find more of the same items, and found myself instead facing a shiny, sickening wall of pink. As far as I could see were pristine plastic women with waists the size of a baby’s wrist and outfits skimpier than those in most PG-13 movies. I was just as disturbed to find “cleaning kits” and “cooking sets,” the equivalents of which couldn’t be located in the boy’s section directly across the aisle. These toys, though innocent enough, provide children with misguided messages on what is expected from them.

While boys are encouraged to play with toys that value strength and precision, the market for girls’ toys centers around helping them become “pretty” above all else. Internet games based on these products perpetuate the same stereotypes with games such as “Dream Date Dress Up” and “Selena’s Date Rush,” in which one helps Selena in her frenzy to apply make-up before her boyfriend comes over and sees her without it.

An effortless Google search finds kitchen sets, washing machines and a pink play vacuum distributed under the brand “Just For Home.” These products serve to teach young girls that their value is first established by dressing up to impress boys, and increases exponentially if they’re able to complete domestic chores.

It’s important to note that pursuing physical health and being able to cook and clean are inherently worthy traits. In a practical real-life application, a man or woman’s choice to leave the workplace and become a stay-at-home spouse/parent is completely respectable, as long as they are given the choice to do so. Here, young malleable minds are offered no option but to base their value in appearances and their ability to clean a house.

Similarly the toys marketed to young boys encourage them to be strong and rational to the point of stoicism, offering items rooted in “masculine” occupations, such as construction and racecar driving. They should also be prompted to explore socially viewed “feminine” careers, such as nursing and cooking.

Recently, however, changes are being made. The Lottie Fashion Doll, created in Britain, is the recipient of 12 toy awards and is designed to be a positive role model that doesn’t shy away from modest clothing.

A company established in 2012, aptly named GoldieBlox, cites its mission to inspire “the next generation of female engineers” and to “disrupt the pink aisle.” Their products focus not on appearance but functionality, teaching their users to be inventive and creative. And meetings between Toys R Us and a campaign group called “Let Toys Be Toys” has resulted in the former promising to be more gender inclusive with regards to its advertising and the placement of toys within its store.

Each of these represents a remarkable step forward, empowering young girls to explore and expand their interests.

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