Toys R Us has vowed to stop marketing toys specifically at boys or girls following concerns about sexual stereotyping.
The giant toy retailer is planning to present toys as suitable for both genders, allowing children to make their own decisions without worrying that a certain toy is exclusively for girls or boys to play with.
According to the Metro, the toy giant has pledged to drop ‘explicit references’ to gender from its adverts and is taking a fresh look at its upcoming Christmas catalogue.
Toys R Us made the announcement following talks with the parent-led Let Toys Be Toys campaign.
Let Toys Be Toys campaigner, Megan Perryman said: “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.”
Toys R Us director, Roger McLaughlan said: “We very much enjoyed meeting Let Toys Be Toys. We will work with the team to ensure we develop the best plan for our customers.”
The announcement follows similar commitments from Tescos, Sainsbury’s and Boots and the Harrod’s decision to relaunch its famed Toy Hall as gender neutral.
Do you think it’s realistic that toys like dolls and diggers can genuinely be marketed without aiming them at one particular gender? While many girls like playing with cars, would many boys want to play with Barbies if they were marketed neutrally? Let us know in the comments below…