Congratulations to my client Laura K. Zimmermann, who was interviewed in The New York Times about her work on toy commercials and gender stereotypes!
In “Breaking Gender Stereotypes in the Toy Box,” she says:
Laura Zimmermann, a developmental psychologist who is a professor of psychology at Shenandoah University in Virginia, was the first author on a study published last year in the Journal of Children and Media,which looked at preschool children’s responses to toy commercials. Children are showing more flexibility than they used to, she said, in terms of who they thought the ads were meant for, responding that both boys and girls, for example, could like Batman, or like the “female” line of Lego building blocks.
“Their behavior got much more stereotypical when they were asked their own preferences,” she said, and the boys especially were unwilling to say that they liked any of the ads aimed at girls.
But the ads themselves, she said, continue to reflect the same old stereotypes.
Laura also writes fantastic picture books about women in the natural sciences, and I’m so excited to see what comes next in both her academic and picture book work!