In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

You are what you wear. Kids' clothes with messages like “training to be batman’s wife” or “future bride” can negatively affect girls' perceptions of themselves. Clothing line Princess Awesome is fighting gender stereotyped kids' fashion with alien, train, and dinosaur dresses.

The campaign group Let Toys Be Toys wants retailers to stop marketing toys by gender by replacing “Boys’ toys” and “Girls toys’” labels. The group plans to approach Morrisons after it found that the supermarket had the most gendered in-store signage.

With her long blonde hair, tiny waist and pure pink wardrobe, Barbie is an icon. She may be only 11 and a half inches tall, but this cultural giant has occupied a prominent position in little girls’ toy boxes for over half a century. In 2014, Barbie was knocked off the top spot on most the popular girls’ toy list. But is Barbie’s reign really over?

Once upon a time we believed in fairytales. Now, as parents, we can make our kids’ fantasy worlds more real than ours ever were – with luxury interiors that bring far far away into the home. Castles and carriages, jungles and underwater kingdoms – they don’t come cheap, but demand is high. So what are parents really paying for?