The aim of this study was to examine gender stereotyping by pre-school children in selecting a picture book cover and assigning gender to animal characters in illustrations. We aimed to explore which gender children would assign to bear characters, when these are portrayed in different more or less gender stereotyped activities, occupations or emotional states. Furthermore, we analysed the criteria on which the children based their decision. The sample included 71 children aged 5-6 years. The findings showed that children's selection of their favourite cover was consistent with gender stereotypes; most children picked the cover stereotypical of their gender. Similarly, the children's assigning of gender to bear characters was consistent with gender stereotypes as well. The criteria they used when determining gender of a bear character could be categorized into three broader categories referring to the appearance of the bears; colours used and gender roles present in child's environment.