Toys “R” Us No Longer Giving Gender Labels to Toys

September 12, 2013  |  
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Parents who are sick of toy advertisers pushing specific items to boys and others to girls are getting their wish, at least in the UK. The parent-led campaign Let Toys Be Toys successfully got Toys “R” Us to use more inclusive marketing for their toys.

According to the group’s press release:

In response to the campaign, Toys R Us decided they will be more inclusive in their marketing efforts, which includes removing gender references in their stores. Future toy advertisements will show boys and girls playing with the same toys. Girls will play with guns, and boys will be seen playing in kitchens. Managing Director Roger McLaughlan said they will take further steps after meeting with representatives from Let Toys Be Toys.

Kids internalize gender roles when they’re really young, so it’s nice to see Toys R Us moving toward more inclusive ideas. It doesn’t make sense for girls to miss out on cool science kits and boys not have the chance to make crafts or Easy Bake Ovens. The changes will be unveiled in the Christmas catalog. This isn’t the first time Let Toys Be Toys has gotten a branch of Toys R Us to change its ways. Swedish stores already show kids of both sexes enjoying a range of toys.

What do you think about the changes? Should American Toys R Us stores follow suit?

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