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FROM STAR WARS TO MARBLE
TO THE NEW GHOSTBUSTERS,
THERE'S A CONTROVERSY IN THE
TOY AISLE.
IN SOME CASES FEMALE ACTION
FIGURES HAVE BEEN LEFT OFF THE
SHELVES FOR FEAR THEY WOULDN'T
SELL AS WELL.
THAT GOT US WONDERING WHY OUR
BOYS AND GIRLS DRAWN TWO
DIFFERENT WAYS?
HERE IS JOHN.
Reporter: YOUR STEPBROTHER
LIKES CARS BUT YOU'RE NOT INTO
THEM AS MUCH?
NO. Reporter: WHETHER
YOU WERE A HUMAN KID OF HER
BARBIE OR NINJA TURTLES ACTION
FIGURES LIKE -- LIKELY HAD A
LOT TO DO WITH YOUR ACTION
FILLED CHILDHOOD.
DO GUYS BUILD WITH LEGOS
TOGETHER?
HE KEEPS TAKING THEM APART.
Reporter: WHO IS YOUR
FAVORITE CHARACTER?
LUKE SKYWALKER.
Reporter: STAR WARS HAS A
LIGHT SPEED TO JUMP GENERATIONS.
HASBRO AND OTHERS CAME UNDER
FIRE FOR NOT MAKING ENOUGH
FEMALE MERCHANDISE.
IT IS PROBABLY BECAUSE THE
GIRLS PLAY WITH BARBIES AND THE
BOYS LAY WITH STAR WARS TOYS.
Reporter: IRONMAN THREES
DIRECTOR SAYS THEY CHANGED ONE
OF THE FILMS THE LENS TO A MAN
BECAUSE THEY'RE WORRIED A
FEMALE ACTION FIGURE WOULDN'T
SELL.
DOES IT START WITH THE ACTUAL
RETAILERS OR THE TOYMAKERS?
I THINK IT STARTS WITH THE
MARKET IS.
Reporter: SERIES WITH THE
MINNESOTA CHILDREN'S MUSEUM.
SHE SAYS PARENTS INTRODUCE
THEIR KIDS TO THINGS THEY THINK
THEY WILL LIKE AND THEY ARE
INFLUENCED BY WHAT THEY SEE ON
TV AND THEIR FRIENDS.
THERE IS A LOT OF GENDER ADVERTISING.
ADVERTISING IN THE 70s WAS NOT
REALLY GENEROUS -- GENDER
SPECIFIC.
NOW WE ARE BACK TO 1950s LEVELS
OF GENDER SPECIFIC ADVERTISING.
SHE IS GETTING INTO DOLLS AND BARBIES.
Reporter: A STUDY DONE
SUGGEST AT LEAST SOME OF THIS
MAY BE A BIOLOGICAL.
THE STUDY SHOWED THAT WHEN
GIVEN THE CHANCE MALE MONKEYS
WENT FOR TRADITIONALLY
MASCULINE TOYS. LIKE POLICE
CARS.
FEMALES CHOSE GOALS.
WHATEVER YOU WANT TO PLAY
WITH IS FAIR GAME.
IF THEY ARE HAVING A GOOD
TIME AND NOT GETTING IN TROUBLE
.
THE NEW GHOSTBUSTERS MOVIE
HAS A CAST OF FOUR WOMEN.
THERE ARE ACTION FIGURES BUT
SOME SHOPPERS SAY THEY CAN'T