The role of television in creating sex role attitudes in preschool children was examined. Boys and girls from two suburban nursery schools watched brief shows depicting male, female, and male and female puppets playing. In subsequent play the children's behavior was observed to see which sex was emulated most frequently. Both boys and girls tended to imitate the female model significantly more than the male model. These findings throw some doubt on the general assumption on the part of television producers that male models are strong identification figures and attract a wider audience than females. (JD)