The Equality Authority has criticised what it described as "damaging gender stereotyping" in the marketing of merchandise to children.
This follows several complaints about confectionery being marketed as "not for girls" and a brand of school equipment bearing the message "Boys are stupid, throw rocks at them".
A range of merchandise bearing the Playboy symbol was also criticised.
The authority has published a booklet on gender issues in the marketing and design of goods for children in response to these complaints. The booklet suggests such stereotyping can be found in the advertising langauge as well as the symbols used to market a range of products in Ireland.
It concludes that the overall impact is to portray boys as "independent, active and aggressive" and girls as "dependent, passive and nurturing".
Chief executive Niall Crowley said: "Gender stereotyping is found to be deeply embedded at all levels of the marketing process."
Mr Crowley said: "These stereotypes limit the roles played by girls and boys, they diminish the choices open to boys and girls, and they shape societal expectations of girls and boys".
"These are stereotypes that reflect a male dominance and can all too easily be linked to the significant and persistent inequalities for women in the workplace, in accessing decision making and in taking on caring responsibilities," he added.
