Get Involved

Losing the pink/blue divide does not mean beige1. Tell the retailers/manufacturers/advertisers what you think

If you see gendered products or displays in a shop, or advertising for children on TV, online or in a catalogue that reinforces stereotypes, why not raise it directly with the retailer or the manufacturer? You can also help the campaign by sharing photos or information about examples via our social media channels or by email at We’ve heard a few stories of shops (especially smaller independent stores) making changes straight away – it’s always worth asking!

See our retailers section for contact details for some major toy retailers and advice about giving them feedback.

2. Support retailers that are selling without the gender stereotypes

Let Toys Be Toys recognises retailers who are ‘getting it right’ and selling without the stereotypes with a Toymark award for good practice. You can use your consumer buying power to support retailers that are doing the right thing and selling inclusively to all children – see our directory of over 50 awarded retailers throughout the UK. Conversely, if you know a great shop who you feel is worthy of our Toymark award, you can nominate them by emailing

3. Donate

Let Toys Be Toys is run wholly by volunteers in their own time, and receives no formal funding. If you can please consider making a gift to support the campaign. Your kind contributions are much appreciated and will enable us to spread our message, print flyers, host the website, attend events, hold constructive meetings with companies who have yet to see the light, and celebrate those who have!

4. Volunteer

If you’d like to get involved by becoming a Let Toys Be Toys mystery shopper, or have some time and skills you’d like to offer the campaign, please get in touch by emailing us at

Don’t forget to stay in touch: follow us on TwitterFacebook and Instagram for campaign updates.


  1. Hi there i just wanted to leave a comment applauding this website. I have recently opened an online store ( ) selling childrens educational toys. One of the main things i wanted to steer away from was categorising the products i sell based on gender. All children should get the chance to play and learn equally

  2. Hello,

    We as a early childhood education provider strongly support your campaign.
    There should be no stereotyping whatsoever in children’s worlds. Toys are toys and an amazing way for children to learn and experience the real and imaginary world. To let children experience a wide range of themes may it be science, arts, sports etc. no matter the gender enables our children to become open minded, widely interested and capable “grown-ups”. To help your campaign, we have ask all of our parents to sign the petition.

    Good luck and thank you from the kids.

  3. Janet Scarf

    As a retired Early Years teacher and a grandmother I strongly support this campaign. My daughter(a nurse) and I have been complaining in supermarkets and toy shops for years about the Nurse Dressing Up costumes. They are still the stereotyped dress, apron, hat and cape. Nurses haven’t worn dresses for decades – they wear scrubs. The managers get really stumped when I ask what the male nurses will wear.
    I am now looking for a tea set for a little boy. Guess what? They are all pink or mauve!

  4. mrs weston

    I have noticed shops improving on the toys they sell especially the colours of role play items such as tea sets . How ever I have recently challenged 2 major supermarkets on why the dolls and push chairs are all pink , with one not showing any signs of willing to change.

  5. Hello, i like this campaign as a father i always want my son get a good toys, i like toy store who sell education toys for increasing creativity..

  6. Anonymous

    No child should be forced into a stereotype that don’t want to be. Let a child choose for themselves what they want to read and play with.

  7. claire

    Catalogue Coma

    What are little girls made of?
    What are little girls made of?
    Cooking and cleaning
    and washing and clothes
    make up and babies
    and shopping.
    Pink and pastel
    and glitter and beads
    That’s what little girls are made of.

    What are little boys made of?
    What are little boys made of?
    Monsters and science
    and expanding their minds
    robots and cars
    fighting and games.
    Black and dark colours
    metal and mechanics
    That’s what little boys are made of.

    What are our children made of?
    What are our children made of?
    Fashion and looks
    and brands and idols
    the latest the greatest
    the best.
    Gratification and treats
    and prizes and more
    That’s what our children are made of.

    Gender is conjured
    by society’s wizards,
    intent on maintaining struggle,
    them against us.
    unquestioning hoards
    slip into pre-packaged roles
    – a white wash,
    loaded dice,
    rigged competition
    with dirty judges
    and unfair rules
    breeding isolation for the few,
    mindless zombie culture
    for the masses.
    thoughtless, brainless,
    groomed and guided nation
    a slap in the face
    hides behind the hand’s
    gentle parental
    Societal suffocation –
    no room for change.
    Years of progress
    and we still stagnate
    letting stereotypes
    our fate.

  8. Claire Warren

    Good work keep it up! Sadly not just a toys issue, my 3 year old daughter wanted George pyjamas (Peppa Pig) and these could only be found, predictably, in the boys section of the retailer. Also, the red unisex canvas shoes in a leading retailer were called Happy Chap and in the boys section. It seems girls only like pink?! Drives me bonkers…

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