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Children’s toys and their display in marketing outlets (stores and catalogues, in particular) are particularly interesting for the study of gender categories. They crystallize a multiplicity of social representations related to the roles and identities traditionally associated with each sex. By reproducing a microcosm with its characters, its objects, its activities, and its rules, toys initiate girls and boys into many areas of social life, such as maternity, mechanics, bodily behaviour, etc. The daily confrontation, from a very young age, of the social representations linked to gender difference embodied in these childhood objects thus turns play into active pedagogy aimed at gender building.