Editorial: El Periodico

• This Christmas and Kings Day campaign is the first in which the agreement on children's toys advertising comes into full force, with the aim of promoting gender equality in the adverts.
• Despite progress, experts point out that equality is more evident in traditionally masculine toys than in feminine ones.
• The influence of toys and the gender roles they represent is considerable because children use them to experiment and assume adult roles and identities.
• Advertising can influence prevalent values and behavior models, but the real transformation comes from the children's immediate environment, such as the family, school and media.

Conclusion: While strides have been made in promoting gender equality in toy advertising, real equality will come about through changes in family, school, and other immediate settings.

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