US retailer Target is phasing out gender-based signage in its toy aisles and others in an effort to battle gender stereotypes.
The company said it plans to roll out these changes in the coming months in its toy, home, and entertainment departments.
In its toy aisles, it will eliminate the use of pink, blue, yellow or green paper on shelves as well as any other references to gender. There will also no longer be suggestions for boys and girls in its kids’ bedding area.
In a statement, the company said that in some departments, “suggesting products by gender is unnecessary”.
“Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender. In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not,” it said.
The move comes after a woman tweeted a picture earlier this year (see below) of a sign in Target’s toy section that read ‘Building Sets’ and ‘Girls’ Building Sets.’ The image went viral and ignited a debate about gendered toys.
— Abi Bechtel (@abianne) June 1, 2015