Challenging gender stereotypes in childhood

Let Toys Be Toys is asking the toy and publishing industries to stop limiting children’s interests by promoting some toys and books as only suitable for girls, and others only for boys.

We believe that play is an intrinsic part of child development and can help shape long-term attitudes and ambitions.

When toys and books are narrowly divided into ‘boys’ and ‘girls’ or by pink and blue, we risk limiting the possibilities and interests of our children.

Let Toys Be Toys Silliness Awards

Pink globes? Bibles for boys? Every year our supporters help us highlight the worst examples of gendered marketing for our annual Silliness Awards