Toys ‘R’ Us Goes Gender Neutral in the UK

Screen Shot via Toys 'R' Us Sweden.

Screen Shot via Toys ‘R’ Us Sweden.

I remember being little and walking through the aisles of Toys ‘R’ Us or flipping through the always-so-exciting mailed gift guide and gravitating toward the brightly lit pink sections. It wasn’t until I was firmly planted in elementary school that I realized there was something wrong with playing in the pink section—the girls’ section. Flipping through the pages of the store’s mail outs it was even more evident that the pink meant girls. Now, beginning on Sep. 4, Toys ‘R’ Us announced that it will no longer label its toy aisles by gender ad will be more inclusive in their marketing.

“We’re delighted to be working so closely with a major toy retailer and believe that there is much common ground here,” said Megan Perryman, campaigner for Let Toys Be Toys, a UK-based consumer campaign group, in a statement. “Even in 2013, boys and girls are still growing up being told that certain toys are ‘for’ them, while others are not. This is not only confusing but extremely limiting, as it strongly shapes their ideas about who they are and who they can go on to become. We look forward to seeing Toys ‘R’ Us lead the way to a more inclusive future for boys and girls.”

Last year, Sweden became one of the first countries to demand that toys become more gender neutral with their holiday catalog showcasing both boys and girls playing with dolls and Nerf guns.

So far no announcements have been made to make US stores more gender neutral. Though last year, a successful campaign was launched to make specific toys more inclusive like the Easy-Bake Oven

 

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