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Hamleys scraps labelling boys and girls as blue and pink

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By John Glenday, Reporter

December 14, 2011 | 1 min read

Toy retailer Hamleys has undertaken a significant shake-up of its in-store signage as the crucial Christmas season nears its climax – by scrapping separate floors for boys and girls.

The practice of labelling boys toys in blue and smothering girls products in pink, will be replaced with a free for all in which toys aimed at both sexes will be scattered throughout.

The move to balance the genders comes amidst concern from some that an overt focus on presupposed masculine qualities of boys and feminine attributes of girls was unfairly bracketing individuals.

In a statement Hamleys stressed: “While we welcome comments from all customers and interested parties on improving Hamleys, in this case we regret that the changes to our signage were not due to any campaign."

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