Marketers have been known to entice children through the use of exclusion. By directly advertising products as ‘kids only’ builds the experience feel special. This type of advertising is common throughout food companies, promoting that this drink or snack is just for kids making it immediately more engaging. The company Trix, an all-time favourite American cereal slogan reads "Silly rabbit, Trix are for kids." Promoting the impression of exclusion and importance. For toy company's exclusion is established through gender. Toys are specially designed for boys and girls and are exclusively showcased in separate aisles. Children begin to develop stereotypical, gender based knowledge during preschool and by the age of seven they have strong, established views on toy gender. Research found that when children aged seven to eleven were asked to choose a toy, most selected traditional gendered based occupational toys, reflecting role play. Children throughout this age group were also more likely to create rivalry with the opposite sex. Self-identity makes toy's distinctly gender bias progressing sale transactions.