News

Toys 'R' Us UK pledges to end gender marketing

September 11, 2013

The U.K.-based grassroots organization Let Toys Be Toys announced that Toys "R" Us stores across the country have committed to ending gender marketing of children's products.

The retailer said that they would draw up a set of principles for in-store signage, meaning that, in the long-term, explicit references to gender will be removed and images will show boys and girls enjoying the same toys. They promised to start by looking at the way toys are represented in their upcoming Christmas catalog.

"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, a Let Toys Be Toys campaigner. "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."

Read more about marketing.