I don't think that marketing towards girls or boys is a bad thing because it's not say girls can't play with the boy's toys and boys can't play with the girl's toys. It's just a commercial and it's marketing towards whoever wants to play with them.
However, no, educators should not include gender identity in schools because no matter boy or girl, at school you're both learning the same thing, gender shouldn't matter. Outside of school, if a boy wants to play with dinosaurs so what? If a girl wants to play with baby dolls so what? Or vice versa?
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