Yes, You Can Crush Clich\u00e9s and Still Create Effective Campaigns

Sociology Post-doctoral Scholar Elizabeth Sweet cited in Adweek.

Unfortunately, brand marketers and advertising professionals often help reinforce gender stereotypes. They assume girls like to nurture dolls, play dress-up, be princesses and live in a world of pink, and that boys like to fight wars, compete at sports and build things — and must avoid pink at all costs.

Elizabeth Sweet, a postdoctoral scholar at UC Davis and the author of the aforementioned Atlantic article, dates the resegregation to a 1984 federal law that deregulated children's-TV programming and "suddenly freed toy companies to create program-length advertisements for their products." Soon, she says, "gender became an increasingly important differentiator of these shows and the toys advertised alongside them."

Read more at Adweek.