Letter to Asda

Asda committed to review their website to market toys in a more inclusive way. We’ve written to them to ask them to take down the ‘boys’ and ‘girls’ signs from stores too. 

Let Asda know what you think:

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Our letter to Asda:

Andy Clarke
Chief Executive Officer
Asda House
Great Wilson Street
LS11 5AD

30 September 2013

Dear Mr Clarke

Asda 'girls toys' signLet Toys Be Toys is a grassroots consumer group campaigning for toys to be marketed equally to boys and girls.
We were very pleased by your decision in January to review your website to ensure that toys are marketed in a more inclusive way. It’s great to see a major retailer committing to a website which is clearer to navigate and doesn’t portray outdated messages about boys and girls. We were surprised that it is still possible to search for ‘boys’ and ‘girls’ toys (with 800 suggestions for boys and 1,000 for girls). We can only assume that toys are being given gender descriptions when uploaded to the site which is disappointing.

We are particularly concerned, however, to be told by our supporters that there are some Asda stores which still display gendered toy signs (including those pictured below). This promotes the idea that boys and girls should like different toys, and typically steers them towards outdated roles.

Asda 'girls accessories'We are now asking you to commit to removing these signs and develop new signage for the future. Should you make that decision you will be in good company, along with Tesco, Sainsbury’s, TK Maxx and Boots, who have all decided that marketing toys separately to boys and girls is a thing of the past.

We would be happy to discuss this further and welcome any contact via the e-mail address above.

We look forward to hearing from you.

Yours sincerely,
Let Toys Be Toys

photo: Dominic Alvez

1 Comment

  1. Claire

    I just emailed a complaint to Asda about this – was really surprised to see this signage still up in my local store when I visited last week.

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