Now woke scientists say toy advert jingles are SEXIST

by · Mail Online

Toy advert jingles are sexist and reinforce 'rigid gender norms', woke scientists claim. 

Researchers claim that the sounds used in many toy commercials are influencing the way children perceive masculinity and femininity.

The team, from Queen Mary University of London, analysed dozens of toy commercials aired in the UK and discovered clear distinctions in the musical styles used in adverts.

In commercials aimed at boys – for example adverts for water guns – the soundtracks tended to be louder, more abrasive and distorted, reinforcing notions of masculinity through harsher sounds.

Meanwhile, ads targeting girls with toys such as dolls or mermaids featured softer, more harmonious music, reinforcing traditional associations with femininity.

Lead author Luca Marinelli said: 'The role of music in gender representation has been largely ignored, but our findings show that soundtracks are instrumental in shaping gender perceptions from an early age.

'These synergistic design choices are not accidental – they are deliberately in line with entrenched gender norms.'

So, do you think the songs in toy commercials are offensive? Scroll down to the box at the bottom of the article to find out.  

Toy advert jingles are sexist and reinforce 'rigid gender norms', woke scientists claim. Pictured: the Bloopies Mermaids advert
In commercials aimed at boys, the soundtracks tended to be louder, more abrasive and distorted, reinforcing notions of masculinity through harsher sounds. Pictured: the NERF Ultra One Motorised Blaster advert

The findings come at a time when advertising regulations in the UK are evolving to address harmful gender stereotypes, the researchers said.

A statement from the UK Committee of Advertising Practice in 2020 stressed the importance of tackling the broader implications of adverts that conform to or challenge gender norms.

'Our findings reinforce the need for more comprehensive regulation,' Mr Marinelli said.

'It's not just about visual and verbal content – regulators must also consider the auditory dimension and how music perpetuates limiting stereotypes.

'The consequences of these early messages are far-reaching. 

'Music in toy commercials is just one piece of the puzzle, but it's a powerful one.'

The study also delves into the historical and cultural roots of the gendered associations between certain instruments and gender identities.

For example, harps are often perceived as feminine due to their historical association with women in 18th-century French salons, while drums, long used in warfare, are stereotypically linked to masculinity.

Researchers claim that the sounds used in many toy commercials are influencing the way children perceive masculinity and femininity. Pictured: the Paw Patrol Mission Cruiser advert
The findings come at a time when advertising regulations in the UK are evolving to address harmful gender stereotypes, the researchers said. Pictured: the Hatchimals advert

'It's not just "pink for girls and blue for boys",' Mr Marinelli added. 

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'When you add music and sound effects to the mix, you amplify the gendered messages significantly.'

Senior author Dr Charalampos Saitis said: 'Gendered music in advertising doesn't just influence how toys are marketed—it shapes the affective experience of the commercial itself.

'Children are receiving these messages on multiple levels, and the emotional impact of the music reinforces the gender binary in subtle but powerful ways.'

The findings were published in the journal Plos One.

Do YOU think the jingles in these toy adverts are sexist?

Examples of adverts with the most 'feminine' music:

Examples of adverts with the most 'masculine' music:

Examples of adverts with a 'mix':