I like that doll: Japanese children’s, parents’, and adults’ racial preferences toward dolls and peers

Abstract Toys help shape children’s perceptions of others and the world (e.g., aspects like racial diversity). Despite Japan’s reputation as one of the most traditional Eastern regions, its doll market predominantly features dolls with whitish features rather than Asian or other ethnic characteristics. It remains uncertain whether this preference for whitish dolls is driven by the choices of Japanese children, adults, or both. This study investigated the preferences of Japanese children aged three to nine, parents, and non-parents regarding dolls of different races, including Asian, Black, and White. Participants were asked to choose their favorite, most attractive, or kindest dolls or peers. Additionally, we examined whether the doll or peer preferences of children aligned with those of parents. Children exhibited an anti-Black bias toward dolls but showed a preference for their racial peers. Both adult groups demonstrated a pro-White bias, particularly when selecting the most attractive dolls or peers. Notably, the dolls parents chose for their children did not align with the children’s preferences, indicating that Japanese parents prioritize their own preferences over those of their children. Furthermore, Japanese children could accurately identify themselves as Asian when presented with dolls and human peers.