Girls might be into pink, pop stars, and ponies, but some of the fastest growing brands among girls are those that might be considered boyish, according to Young Love, the nation's largest study of brands among kids aged 6-12. The annual study, conducted by leading youth and family research firm, Smarty Pants
, ranks kids' and moms' affinity for 250 brands each year. The study shows that girls are rapidly becoming fans of "boy brands" — from construction toys to superheroes to sports gear.
Few parents discourage girls from adopting boy brands the way they might discourage boys from adopting girl brands. At the same time, younger girls see older girls ignoring gender expectations and adopting attitudes of being able to do anything boys can do. They aren't shy about showing their appreciation for the hobbies, products, and brands that boys favor.