Toymakers have begun marketing a more aggressive line of playthings and weaponry for girls - inspired by a succession of female warrior heroes like Katniss, the Black Widow of "The Avengers," Merida of "Brave" and now, Tris of the book and new movie "Divergent" - even as the industry still clings to every shade of pink.
The result is a selection of toys that, oddly, both challenges antiquated notions and plays to them deeply.
The Rebelle line, introduced last year, comes in a swirl of pink, purple, white and gold plastic, and the weapons have names - like the Heartbreaker and the Pink Crush - that are enough to make an enlightened 21st century mother groan.
The premiere of the movie "Divergent" this weekend is only adding to the marketing frenzy around weapon-wielding girls. A Tris Barbie doll, complete with her signature three-raven tattoo, is already for sale on Amazon. All of this is enough to make parents' - particularly mothers' - heads spin, even as they're reaching for their wallets.
While the segregation of girls' and boys' toys in aisles divided between pink and camouflage remains an irritant, some also now wonder whether their daughters should adopt the same war games that they tolerate rather uneasily among their sons.
Sharon Lamb, a child psychologist and play therapist who teaches counseling psychology at the University of Massachusetts, Boston, says toys that stimulate aggression are healthy for children.
"I don't see this as making girls more aggressive, but instead as letting girls know that their aggressive impulses are acceptable and they should be able to play them out," she said.