In a context of strong oppositions regarding gender issues in France and, for the last few years, a greater public attention to the issue of gendered marketing to children, this research aims at adding more understanding on the effects on mothers' consumption of gender norms conveyed in children's retail. Drawing from interviews conducted with mothers who self identify as " resistant to gender stereotypes " , this research tries to capture how these mothers go (or do not go) against gendered marketing for their sons.