Toys R Us to scrap ‘boy’ and ‘girl’ labels on toys
Toys R Us will no longer label its toys as “for boys” and “for girls” online – becoming the latest retailer to make the gender-inclusive move.
The children’s toys retailer has made the decision to scrap the labels on its UK website, meaning dolls and princess costumes will no longer be advertised as ‘girl toys’, while toy cars and action figures won’t be labelled ‘boy toys’.
Pressure group Let Toys Be Toys confirmed: “Great news. Two years after our meeting @toysrusuk has finally agreed to #lettoysbetoys & ditch the online label.”
The group has criticized the unnecessary gendering of toys across the industry – for example the sexist labelling of science kits as ‘boy’ toys and toy kitchens as ‘girl’ toys by one retailer.
The change appears to have been made earlier this year – with the UK site now offering different descriptors to the US website, which still contains gender labels.
Let Toys Be Toys said: “We’re delighted to see the end of ‘boys’ and ‘girls’ categories in the major retailer’s online store, as well as clearer, inclusive signage in stores.
“Back in 2013 Let Toys Be Toys met with Toys R Us to discuss concerns about the gendered way in which toys were being marketed.
“At that meeting Toys R Us committed to replacing gendered signage in its stores and producing more inclusive catalogues.
“They also promised to look further into whether they could make changes to their web categories and consider how products are grouped in store.
“It’s great to see the results of those discussions now online, and in stores.”
The group added: “We’d want to say a big Thank You to Toys R Us UK for bringing in the changes they have so far.
“This shows a real effort being made to be more inclusive to all children and the results will no doubt make a lot of children and parents happy this Christmas.”
Toy retailer Mattel recently made history with 30-second ad for ‘Moschino Barbie’ – a partnership with the Italian luxury fashion house – which features a little boy playing with a Barbie.
However, sadly Mattel has confirmed the ad won’t be making its way to TV screens, after the limited-edition Moschino Barbie dolls sold out on day one.
