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Toy companies change and adapt their toys to meet the changing demands of children thereby gaining a larger share of the substantial market. In recent years many toys have become more complicated with flashing lights and sounds in an effort to appeal to children raised around television and the internet. According to Mattel's president, Neil Friedman, "Innovation is key in the toy industry and to succeed one must create a 'wow' moment for kids by designing toys that have fun, innovative features and include new technologies and engaging content."
Certain toys, such as Barbie dolls and toy soldiers, are often perceived as being more acceptable for one gender than the other. The turning point for the addition of gender to toys came about in the 1960s and 1970s. Before 1975, only about two percent of toys were labeled by gender, whereas today on the Disney store's website, considered a dominating global force for toys by researcher Claire Miller, all toys are labeled by gender. The journal Sex Roles began publishing research on this topic in 1975, focusing on the effects of gender in youth. Too, many psychological textbooks began to address this new issue. Along with these publications, researchers also started to challenge the ideas of male and female as being opposites, even going as far as to claim toys which have characteristics of both gender are preferable.
And they do say," the Chancellor went on sheepishly--looking much more like a convicted thief than an Officer of State, "that a change of Government, by the abolition of the Sub-Warden I mean," he hastily added, on seeing the Warden's look of astonishment, "the abolition of the office of Sub-Warden, and giving the present holder the right to act as Vice-Warden whenever the Warden is absent --would appease all this seedling discontent I mean," he added, glancing at a paper he held in his hand, "all this seething discontent