Unboxing Gender: How Online Toy Design Shapes Childhood Norms A Study of Aesthetic and Categorial Coding in Austrian Digital Retail
(A2026-133038)

AUTHORS

Sandra Holub, Fh Wiener Neustadt; Kirstie Riedl, UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg/UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg; Monika Brussati, UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg/UNIVERSITY OF APPLIED SCIENCES WIENER NEUSTADT | Campus Wieselburg

ABSTRACT

This study examines gender-coded design and marketing of toys in Austrian online retail. Drawing on Gender Schema Theory and Priming Theory, it explores how visual and categorical cues communicate gender norms in digital marketplaces. A quantitative content analysis of 405 online toy products was conducted across the categories “for girls,” “for boys,” and “unisex,” coding color, toy type, and imagery. Results show distinct gender-specific patterns: feminine colors and caring themes dominate “girls’” toys, while “boys’” toys feature masculine hues and technical elements. “Unisex” categories largely mirror the masculine aesthetic. The findings highlight how online retail reproduces gender stereotypes and suggest directions for more inclusive, gender-reflective design.