This study set out to explore young children's implicit gender-toy associations with regard to cars and dolls using the Preschool Implicit Association Test. Of interest was the finding that almost half of the sample demonstrated almost neutral gender-toy associations, while a play session with a gender atypical toy did not prove to be an effective way of changing stereotypic associations. Posession of a doll and neutral parental attitudes towards the toys of the study seemed to characterise boys who held rather neutral gender-toy implicit associations. While for girls, the time between 3 to 5 years old seems to be crucial in shifting from neutral to stereotypic associations. Children's actual choice of a toy to win at the end of the study was not predicted neither by their implicit associations nor by parental toy choices. Brief parental accounts revealed that social norms, personality traits, home environment and play habits may contribute in shaping children's implicit associations.