Have just bought my 9 year old a magazine. We're both sick of the pink glitzy ones and I encouraged her to buy one that she really wanted.
Magazine was blue in hue, so to her mind was for boys. I won't go into the minutiae of the magazine or our discourse as I'm sure you can imagine.
2 wristbands were included. One said "Build Shoot Win". The "girls'" magazines invariably extol kindness and generosity. This really is fucking socialisation at its worst. We may try to bring up our sons to be kind but that's certainly not the message they're getting.
While I'm venting I'd like to add that a dear friend of mine who is very senior and high earning exclaimed to me that I'm going to "turn [DD] into a feminist" as if it were a dreadful thing I was doing.