Marketing techniques are more noticeable in the run-up to Christmas and risk directing young people's preferences and expectations along "outdated traditional lines", the MPs add.
Retailers are being asked to stop "unnecessary gender-specific advertising" in a parliamentary motion signed by 12 MPs, including 10 from Labour. Campaigners' concerns include commercials promoting pink toys and dolls for girls and action figures for boys.
Katy Clark, MP for North Ayrshire and Arran and the main sponsor of the early day motion, said the politicians did not want to stop girls having dolls bought for them, but she added that children enjoy all kinds of toys and should be given a wider choice of what they play with.
The Labour MP said some retailers had responded to the work of campaigners although gender-grouping of toys remains a big issue.
Ms Clark, a member of the Business, Innovation and Skills Select Committee, said: "It's all the dolls, brushes, pink things for girls, and action toys, construction toys for boys.
"People don't necessarily think about it and in some ways people don't think it's important. But it's channelling boys one way and girls one way."