This paper aimed to discuss gender relations portrayed in toy catalogs of Company X, located in southern Brazil, from 2009 to 2015. As from an analysis of the images presented in catalogs, changes and continuities in the production and supply of toys were found. Initially targeted to girls or boys, the offered toys demarcated boundaries for the feminine and the masculine. When all the toys began to be indicated for girls and for boys, a camouflaged binarism was maintained and problems of color appeared. In this scenario, it is considered that, amid the changes that have already occurred in gender relations, production and supply of toys are also changing, but at a slow pace.
Toys; Gender relations; Children