Gender is often used to categorise target markets and strategize methods to maximise profits within the toy industry. A study by Elizabeth Valerie Sweet demonstrated the mechanisms of gender-marketing, and the extent which the portrayal of gendered roles, and the prevalence of gender stereotypes in toys have evolved over time. The marketing of toys has grown to become more gendered than ever, despite progressive thought towards gender in the 21st century, on account of highly intricate marketing strategies.