As Edith Cunningham browsed the toy aisles at a Target near her Norwood home recently, she shopped for rugged toys traditionally aimed at boys. But she was shopping with her almost 5-year-old daughter, Madelyn, in mind.

“Not every little girl is into the frilly, girly things,” Cunningham said. “Madelyn is one who is not. You could offer her those things, but in our house she ignores them and instead plays with her older brother’s toys and games, because they are more serious and more challenging to her.”