espanolLos medios de comunicacion y la publicidad actuan como agentes de socializacion ejerciendo una fuerte influencia en la audiencia, llevandoles a asimilar, reforzar, reproducir y amplificar actitudes, roles y estereotipos. En la etapa infantil este proceso de asimilacion es mas acentuado, los diferentes mensajes e imagenes que la publicidad transmite les lleva a crear ideas que influyen en su percepcion del mundo y a adoptar ciertos roles y estereotipos segun el genero, relacionados asimismo con la sociedad y cultura de cada epoca. Se ha realizado una investigacion cuantitativa de caracter exploratorio que se centra en mostrar la evolucion de la publicidad infantil de juguetes en Espana en las ultimas decadas, con el objetivo de identificar la existencia de sexismo asi como los roles y estereotipos de genero que mas se reproducen. A partir de los conceptos, teorias e investigaciones previas revisadas se ha realizado una investigacion cuantitativa a traves de la metodologia de «analisis de contenido» para la que se han elegido cuatro marcas fabricantes y distribuidoras de juguetes en Espana (Playmobil, Hasbro (MB), Famosa y Mattel) y se ha analizado su publicidad desde el ano 1990 hasta el 2017. La herramienta principal utilizada ha sido una tabla de indicadores especialmente disenada a partir de la literatura revisada para su aplicable a todos los anuncios y marcas. EnglishThe media and advertising act as agents of socialization exerting a strong influence on the audience, which leads them to assimilate, reinforce, reproduce and amplify attitudes, roles and stereotypes. The influence and assimilation of the audiovisual content is different according to the age of the public and, in the infantile stage, this assimilation process is more accentuated. The different messages and images that advertising transmits, leads them to create ideas that influence their perception of the world and to adopt certain roles and stereotypes according to gender. The content that the advertisements transmit are also related to the society and culture of each era, so it is logical to find changes as time passes, not only in the form but also in the message. This research focuses on showing the evolution of children»s advertising of toys in Spain in recent decades, with the aim of identifying the existence of sexism and what are the roles and gender stereotypes that reproduce the most. To this end, a bibliographic review has been carried out that includes different concepts and theories related to advertising, sexism and the influence of different socialization agents in the construction of gender from an early age. Based on the concepts, theories and previous research, quantitative research has been carried out using the methodology of «content analysis» for which four Spanish toy manufacturer and distributor brands have been chosen (Playmobil, Hasbro (MB), Famosa and Mattel) and its advertising has been analyzed from 1990 to 2017. The main tool used has been a table of indicators applicable to all advertisements and brands.