Andorra Toy Shops Reinforce Gender Stereotypes on Three Kings Day

Toy shops and catalogues in Andorra brim with gifts ahead of Three Kings Day, but they also carry subtle messages about gender expectations for children. Despite social progress, experts warn that sexism persists in children's play through colours, roles and assumptions that shape young identities.

Psychologist Aida Romero from the NIVI centre explains that toys are not neutral. "They can convey messages about care, beauty, strength or skills," she says. Without realising it, adults often reinforce stereotypes and restrict children's development. Romero adds that it is fine if a child chooses a toy traditionally linked to the opposite gender, as this helps them build their own identity.

Sílvia Moreno, another psychologist, agrees that toys perpetuate enduring social stereotypes, associating girls with sensitivity and boys with strength or competition. Over time, this can limit future skills and expectations. "When toy access is gendered, girls may miss chances to build spatial or technical abilities, while boys have fewer opportunities to express emotions or practise caregiving," she cautions.

Judith Pallarès, secretary general of the Andorran Women's Institute (IAD), emphasises that children do not assign genders to toys—adults do. The IAD recently ran a media campaign highlighting this, noting a persistent tendency to buy toys based on what society expects from boys or girls. Although advertising is now less overt, purchase decisions still reproduce stereotypes.

Parents, carers and educators can drive change, Moreno suggests, by offering diverse, non-gendered toys that promote creativity, cooperation and critical thinking—such as puzzles or science kits. It is equally vital to avoid different reactions based on a child's sex and to validate all interests without judgement.

Retailers see gradual shifts. Joan Villasevil from Basar Valira observes that it is increasingly common to see boys and girls enjoying any toy. Family choices still influence early purchases, however. In this symbolically charged season, experts urge using play to foster freedom, equity and respect.