在许多品牌和公司，他们依靠广告来销售他们的产品和形象。对于产品的销售，品牌采用定位和形象塑造策略。他们已经定位了某些产品，并为这些产品确定了目标市场。定位是使用特定的颜色和属性来定义特定的产品。这些颜色被用作推销产品的有说服力的技巧。为此，美学设计或品牌标志是机动的方式，以达到目标人口统计学。当走在玩具店的过道上时，发现有两种确定的颜色，粉色和蓝色(Auster, Mansbach, 2012)。这是为了说明这样一个事实:女孩的玩具颜色越浅，男孩的玩具颜色越深越硬。这种刻板印象是社会的反映。这种范式需要改变，社会中与文化相关的身份需要改变。从这场“让玩具成为玩具”的运动中，我们发现这些问题被提到了风口浪尖。维多利亚时代的怀旧情绪一直影响着消费文化。
In this context by playing with gender specific toys, children are being forced to become an idea as that is fostered by the retailers. This creation of gender identity in children causes the children to lose their original identity and they are forced to play in a certain way. Public sphere is defined as the place of social life where the individuals interact with each other. This is considered to be a discursive space where individuals come together in the free space. This is a medium where there is interaction about different issues between the various societal members. This is the realm where public opinion is formed. In the case of private sphere, it is the antonym of public sphere. This is where the individuals form their own opinion about the various events unhampered by society. This gendered discrimination of the toys in the public sphere causes the children to be influenced by the gendered stereotypes. This realm of public opinion is found to emulate itself in the identity formation of the children (Denisoff, 2008.). For example, in the Victorian era, the children had toys based on the gender stereotype. This was a reflection of the public sphere in the society. This made the younger generation become aware of the stereotype and came to develop what was expected of them in the society.
In many brands and corporations, they rely on advertising to sell their products and image. For sales of the product, the brands use positioning and image creation strategy. They have positioned certain products and defined target markets for these products. Positioning is using certain colors and attributes to define certain products. These colors are used as persuasive techniques to sell the product. For this, the aesthetically designs or brand logo are maneuvered in a way that it reaches to the target demography. While walking down the aisle of the toy store, it has been found that there are two definitive colors of pink and blue (Auster, and Mansbach, 2012). This is to point towards the fact that the lighter hues are for girls and the darker tougher toys are for the boys. This stereotyping is a reflection of the society. This paradigm needs to be changed and the identity associated with the cultures needs to change in the society. It was found from this Lets Toys be Toys campaign that these issues were brought to the forefront. Nostalgia of the Victorian era has been affecting the consumer culture.