I think gender roles matter a bit too much and stereotypes linked to gender still exist in mass, sometimes even amongst the gender affected by the stereotype.
And I talk about what I've lived/observed.
When I was younger, I had very short hair, and one day a guy beat me up to make me say that I was a dude because I had short hair. My sister also had short hair and she often had people coming to make fun of her, saying "Excuse me, are you a girl or a guy, cause we really can't tell". When I took box classes because I thought it was awesome, I had people telling me "You are doing box? That's not a girl thing to do. Why didn't you pick dance?"
Those are cases of being told "You are not doing what your gender is supposed to be doing".
But there is also a tendency that tends to criticize you if you "conform too much to your gender stereotype". And I think that's somehow even worse. I know girls who tends to say things like "I don't think I'd get along with her, she's too much of a girly girl" or tend to generally just make remarks about some girls being too 'girly'. And generally, girly is assimilated to 'superficial'. You like shopping and make up a bit too much? You are a (superficial) GIRLY GIRL, shame on you!
I'm sure guys also know that phenomen "If you do that you're not a real man, if you do that you are just what a man is expected to be".
So yeah, like I said in the beginning, this whole gender identification matters more than it should.
You can be a 100% girly girl, you can be 100% tomboy, you can be inbetween, but what does it matter, honestly?
And the cute bonus: [ame="http://www.youtube.com/watch?v=P3mTTIoB_oc"]4 years old girl questions toy marketing strategies[/ame]