The projects KIDS FOR SALE and IDOLS  (2006-2012) explores stereotypes and gender roles demonstrating how toys promote the consumption of material goods and  idealized societal roles in accordance with their genre. These images, produced in doll-box format, characterize the sexist patterns of behavior adults can so often employ to manipulate and form a child’s identity. Consumerism can easily distort a child’s view of reality and the pursuit of material goods can become a central focus of a child’s life.

Today’s youth are exposed to a curated and idealized version of reality, in which the consumption of goods and services seem to be the key component of a happy and successful life. 

Consumer-driven media also promote stereotypes and can reinforce gender roles. Girls are often shown in passive roles, while boys are shown as active and dominant. This can easily lead children to internalize these stereotypes encouraging them to conform to certain gender roles in order to be accepted.