The present study aims at analyzing the perception and the attitude of parents concerning advertising commercials for children that do not adopt a gender classification when exposing their products. The research was carried out in Rio de Janeiro, with parents of children older than one year old and younger than nine years old. The methodology applied was of a qualitative and exploratory research, which was done through focus groups, separating the interviewees in groups according to the following criteria: gender and social point of view regarding gender roles. The objective of the study was to evaluate what were the perceptions, attitudes and parents opinions about gender roles with the child toys commercials presented.