All posts in Retailer

Only boys were shown playing with Nerf blasters or spy gadgets in the Smyths catalogue

Stereotypes rule in toy catalogues – research findings

Our new research shows that the promotional images used in toy catalogues fall back on the same old tired stereotypes, with only a handful of boys shown with dolls, and girls accounting for just 11% of the children shown with cars or other vehicles. Read more…

ASDA11

Asda – why are you still using ‘boys’ and ‘girls’ signs?

In the three years that Let Toys Be Toys has been up and running we’ve had an overwhelmingly positive response from retailers. Fourteen major UK retailers, including Tesco and Sainsbury’s, have engaged positively with us and have agreed to remove ‘Girl’ and ‘Boy’ signs from toy aisles. Asda however, has yet to respond.

Read more…

Fashion dolls - new signage in Toys R Us

Toys R Us drops ‘boys’ and ‘girls’ categories from UK website

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.  Read more…

Cash registers at Target

Changes at Target hit the mark

It’s great to see that one of the largest retailers in the US, Target, have acknowledged customer concerns and decided to move away from gender based signs.

In an official statement released on their website on Friday they say:

Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender….we know that shopping preferences and needs change and, as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary. Read more…

Checking in with Toys R Us

You may remember we met with Toys R Us in September 2013 when they committed to a more inclusive approach to toy marketing. We’ve certainly seen improvements since then, but we still have some questions over their timescale for change.

We’ve contacted Managing Director Roger McLaughlan by e-mail to find out if they have any updates. Read more…

pirate abbie

Do girls love trains?

Abbie loves her train set, but is fed up of being made to feel there’s something strange about a girl liking trains. Can you help us find her more loco-loving girls and women?

Send us your pics and stories via Twitter tagged #girlslovetrains or email us at lettoysbetoys@gmail.com Read more…

The Entertainer instore signage, before and after

Retailer update July 2014

In 2014 we’ve concentrated our efforts on gendered books and are starting to look at how we tackle the manufacturers themselves. So have the retailers stuck to their promises in the meantime? Read more…

mcd

Not-so-Happy Meals at McDonalds UK

They may not be a toy shop but McDonald’s are the world’s largest distributor of toys. Happy Meals are enjoyed by boys and girls alike and although UK and Ireland branches have avoided gendered toy marketing for several years, Let Toys Be Toys supporters have raised concerns that separate toys for boys and girls are now being offered.

Our map shows that in over 70% of restaurants, rather than being given a choice of toy, customers are being asked if it is for a boy or a girl, another 13% are giving the toys out based on perceived gender, which means 83% of branches are not adhering to McDonald’s stated policy: Read more…

Paperchase_GirlsBoysActivity

Paperchase to withdraw gendered activity books

We’re really pleased that high-street stationer Paperchase has announced it will be withdrawing its ‘Boys Activity Pad’ and ‘Girls Activity Pad’ sets following the summer sale, following customer feedback. Read more…

Girl and boy playing together with giant 4-in-a-row.

Focus on… Big Game Hunters

Outdoor play specialists Big Game Hunters is the latest toy retailer to be awarded the Let Toys Be Toys Toymark for selling toys in a gender-inclusive way. Hannah Davey of Big Game Hunters explains why they don’t feel the need to label toys for boys or for girls.

At Big Game Hunters we are passionate about encouraging families of all ages to play. As well as selling a wide range of high-quality outdoor and indoor games, we love to help and advise in any way we can to bring families together in shared creative play. Read more…