Boneka dan warna pink untuk anak perempuan, lalu mobil-mobilan dan warna biru untuk laki-laki adalah paradigma lama menurut semakin banyak orang tua di AS. Mereka pun mendukung pemasaran mainan tanpa pembedaan gender. Pergeseran ini direspons produsen mainan dengan peluncuran boneka netral gender.
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