We don’t discourage or prevent our children from enjoying a toy, book, or an article of clothing simply because it isn’t being directly marketed to them. Gender stereotypes don’t fly in our family.
Recently, Bluey decided that he needed light up sneakers. The “boys” shoes were rather boring and centered on a few pin point lights surrounded by character drawings of 
Thomas the Train or SpiderMan. The “girls” shoes were impressive! They were covered in sparkle designs and numerous lights.
Bluey wanted the “girls” shoes and who could blame him? He didn’t see them as “girl” shoes, he saw them as “cool” shoes. So we purchased a pair of Skechers TwinkleToes light up sneakers, loving the bliss and pride emanating from our little son.
Fulfilling Bluey’s 4 year old desires is relatively easy since we have decided to homeschool. We know that Bluey won’t risk being taunted or bullied every day over his choices, as would be more likely in a public school environment. We’d ultimately allow his whims regardless, but only after much more discussion with Bluey about what he might face.
Marketing is absolutely culpable in enforcing gender stereotypes. As examples, LegoFriends are being separated into a completely different aisle from the standard Legos in Target stores and bookstores have sections of “books for girls” and “books for boys.” When corporations draw a gender line, they make it that much more difficult for everyone to enjoy their products.
Obviously, our small family will not single-handedly overthrow thousands of years of gender stereotyping. But we won’t give in to every suggestion made by marketers and corporations about what is appropriate for our kiddoes. And we encourage you to do the same, whether or not your child is home-schooled. Look for chances to challenge gender expectations!