Davis, Calif.

IMAGINE walking into the toy department and noticing several distinct aisles. In one, you find toys packaged in dark brown and black, which include the “Inner-City Street Corner” building set and a “Little Rapper” dress-up kit. In the next aisle, the toys are all in shades of brown and include farm-worker-themed play sets and a “Hotel Housekeeper” dress.

If toys were marketed solely according to racial and ethnic stereotypes, customers would be outraged, and rightfully so. Yet every day, people encounter toy departments that are rigidly segregated — not by race, but by gender. There are pink aisles, where toys revolve around beauty and domesticity, and blue aisles filled with toys related to building, action and aggression.

Gender has always played a role in the world of toys. What’s surprising is that over the last generation, the gender segregation and stereotyping of toys have grown to unprecedented levels. We’ve made great strides toward gender equity over the past 50 years, but the world of toys looks a lot more like 1952 than 2012.

Gender was remarkably absent from the toy ads at the turn of the 20th century but played a much more prominent role in toy marketing during the pre- and post-World War II years. However, by the early 1970s, the split between “boys’ toys” and “girls’ toys” seemed to be eroding.