An article by USA Today highlights how the large majority of mass shootings are perpetrated by men (Dastagir, 2018). Since 1997, only three mass shootings have been perpetuated by women (Dastagir, 2018). The article points to toxic masculinity and how it can influence men to commit acts such as mass shootings (Dastagir, 2018). Traditional notions of masculinity encourage violence and strength, and importantly the lack of said traits are perceived as weakness and un-manly (Dastagir, 2018). Seeking mental help is also shunned as it is commonly perceived as a weakness (Dastagir, 2018). These dynamics combined with large expectations like the pressure to succeed and to be sufficiently perceived as manly, all contribute to a form of toxic masculinity that can push men to direct their distress and anger towards the world (Dastagir, 2018). Toxic masculinity and Gun culture heavily intersect as guns have become a strong symbol of masculinity. This association can be created very early in the minds of children. As mentioned, toys are important in the shaping of the cultural values of children. They offer children a way to learn from playing. In the case of Nerf, it shows children that guns are fun and a symbol of strength. This implements ideas of toxic masculinity in children at an early age. They learn from an early age that shooting each other is fun. Granted, Nerf is harmless, but it still shaped the cultural perception of real firearms through the basis that they very clearly replicate real guns.
Nerf is a brand that contributes to these existing dynamics by dumbing down and transforming guns into brightly coloured and harmless toys. It introduces gun culture to children from a very young age and in the form of toys.