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Despite a promise last year to change their toy signage Morrisons came out of our pre-Christmas survey as the worst culprit for using gender to sell toys.
We’ve written to Morrisons, asking them to reconsider their toy signs.
Kitchens make wonderful toys; pretend play of all types stokes the imagination, is brilliant fun and great for children’s development.
Some shops seem to think cooking is not for boys however, and that girls must have pink at all times. Escape the stereotypes with our quick guide to great toy kitchens
- Before: Science and construction toys under 'gifts for boys' at Boots in 2012
- After: Signs replaced by 'gifts for children' in May 2013.
- Before: Debenhams told us that 'Boys' and 'Girls' signs made it easier for shoppers. (Croydon, June 2013, tweeted by @sillyna)
- After: In October 2013 Debenhams announced the would change toy departments with inclusive colours and thematic shelving. (Cork, November 2013)
- Before: The Entertainer toy chain organised all their stores into 'boys' and 'girls' sections.
- After: From 2013 the Entertainer's new store decor organises by theme, and includes pictures of girls and boys.
- Before: Toys organised separately at Fenwick in Newcastle early in 2013.
- After: : Organised by theme by November 2013
- Before: Craft kits for girls at Hobbycraft in March. (Reading, March 2013)
- After: Great, inclusive signs, organising by theme and activity, and new inclusive own-brand ranges. (Reading, June 2013)
- Before: Science toys, watches, pens and animals labelled as 'Boys stuff' at M&S, while all the craft materials were branded 'Lil' Miss Arty'. (Cardiff, September 2013)
- After: Marks and Spencer have said that all their toy ranges will be gender-neutral by the Spring, like this colourful new art and craft range.
- Before: Morrison's told us in July that they would be removing these 'Girls' toys' and 'Boys Toys' signs from stores. (Guiseley, November 2013, supplied by @seany85)
- After: The old signs are still up in many stores. Some branches now have these signs. We don't think this is much of an improvement. (Bolton, November 2013, supplied by @JoshHapless)
- Before: All toys were labelled as 'boys' in Next at Christmas 2012. (Cardiff, December 2012)
- After: A more inclusive Toy Shop at Next this year. (Cardiff, December 2013)
- Before: 'Boys' and 'girls' signs and shelf-edge labelling at TKMaxx.
- After: Toys organised by theme and type.
- Before: 'Girls' and 'boys' toys signs at Wilkinson in 2012.
- After: New signs, and also home-play toys in gender neutral colours with photos of girls and boys on the packaging at Wilkinson this year.
This Christmas, far fewer toys are displayed under ‘boys’ and ‘girls’ signs, we’re happy to say. Take a look at some of the changes and read more about what retailers have committed to do.
John Lewis have responded to our letter querying their use of boys and girls categories on their website.
We’re disappointed that they are committed to using gender filters that maintain the notion of ‘boys’ and ‘girls’ toys. Read more…
High street chain Debenhams this week announced it would be removing all “girls” and “boys” signage from their toy departments. The statement comes after a sustained campaign Read more…
We’re celebrating tonight as Debenhams have agreed to remove all ‘boys’ and ‘girls’ signs from their toy sections. Read more…
We’re pleased to see more gender-inclusive pictures in the new Toys R Us Christmas catalogue – take a look. Read more…
Children’s TV personality Sid Sloane will join shoppers and campaigners in Brighton next week to present local toy shop Whirligig with the first ever Toymark.
Toymark is the new best practice scheme from Let Toys Be Toys Read more…