ABSTRACT
Journalist Lauren Sandler (2009) reported that when her daughter was born, she was inundated with pink gifts-clothing, toys, accessories-all pink. Sandler grew up during the 1970s, when the fashion was for baby clothes in primary colors that were appropriate for either sex. She was somewhat startled by the degree to which clothing for babies is currently so sharply gendered by the pinks and blues. Despite the current stereotypes, the fi rst association of color with gender was the opposite; until the 1930s, pink was associated with boys and blue with girls.
