I was thinking about this kind of thing the other day. I went to buy DD a swimming costume. She loves the water and is very pale so I need a cover-up one. My choices for her are, a neon pink cover-all one (just one cover-all for girls in the whole shop), a bunch of teeny, tiny bikinis and costumes all of which are either pink or sparkly or flowers or bows or flipping Disney. All of which would make her look like a teeny, tiny Miss World contestant.
Boys choices in cover-all... crabs, sharks, boats, surfer dude, Cars and on and on. Also, shorts and tops, Speedo type things and different shapes, colours and sizes.
So my DD has to either burn, wear sunscreen or wear neon pink while being shoved in a teeny, tiny box. Which is marked LOOK PRETTY on the outside.
She is currently using a 'boys' crab cover-all. Bollocks to you marketers. Because she loves the water, she also loves the crab cover-all. Adores it, would take it to bed with her if I let her. So, that got me thinking. If I had succumbed to the marketing pressure and got her a sparkly pink Princess pony party bikini, presumably she would have loved that too because it screams WATER PLAY to her. Then would I have thought, awwwww she loves pink and sparkles? Maybe this is how it works.