The majority of adverts for children’s toys  are “sexist” and reinforce “narrow and limiting” gender stereotypes according to findings released as retailers face pressure to drop gender-based marketing.  A study of adverts broadcast on UK television by the Let Toys Be Toys campaign group revealed that adverts featuring vehicles, action figures, construction sets and toy weapons featured boys. The children in the adverts were shown as active and “aggressive”, with the language used emphasising control, power and conflict, according to the report.  

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