It’s important to push back against stereotypes like those shown in the ELC’s marketing campaign, because research has shown that children of both genders can be influenced by such ideas from a very young age.

Girls as young as six are often convinced that boys are more innately gifted or smart than them, according to one recent study published in the journal Science.

Other research indicates that children have developed very clear ideas about what jobs are ‘suitable’ for boys and girls by the time they reach late primary age – and these beliefs can be very difficult to shake later in life.

So come on, retailers. Let’s start seeing a few more girl doctors and superheroes, as well as some more male ballerinas and princes. It might just make the world a better place for everyone.

Girls are “passive princesses” while boys save the day, according to this kids’ shop