Throughout the history, toys have always signified gender, in order to make children learn their future roles. Contemporary toys transmit even stronger messages on gender. In this study, contemporary toys are examined in terms of the signification of gender. Focus of this study is the representation of femininity through toy design. Dolls are discussed considering representation of femininity. Finally, Barbie doll is discussed in further detail; including the general design characteristics and messages that the toy transmits about femininity.