Plastic jungle animals packaged in a box labelled 'boys stuff'

Letter to Next

We tweeted Next last Christmas about the way they marketed toys, and they’ve said they will review this.

Every single toy in Next’s Christmas 2012 toy range was packaged and labelled as ‘Boys stuff’, from plastic jungle animals to pocket fans, torches and dinosaurs. We’re pleased they’ve said they will review this, and look forward to seeing a more inclusive toy range for Christmas 2013.

Let Next know what you think:

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Our letter to Next

Next Retail Ltd
Desford Road
Enderby
Leicester
LE19 4AT

Dear Sir/Madam,

In December Let Toys Be Toys tweeted you to complain about dinosaur and jungle toys marketed as boys’ toys. We were delighted with your response: “We’ve realised that classifications such as “for boys” is misleading and we will definitely be looking at this next Christmas.”

We are aware of the long lead time for retailers in preparing for Christmas and wanted to follow this up with you now to check if any final decisions have been made about toy marketing for Christmas. We would be happy to speak to you further if this would be helpful and can arrange this via the e-mail address above.

As you will be aware, “Let Toys Be Toys” is a parent-led campaign that grew from a thread on the social networking site Mumsnet. The public and media response to our campaign has been overwhelming. In the few months since it started we have appeared on national television, radio and press. Our Facebook page has garnered thousands of followers and has become a hub of discussion for parents wishing to stop this harmful gender stereotyping.

Next were one of the first retailers to respond positively to our campaign and as you may have noticed we positively promote those who support our ambition of marketing toys in ways that do not limit the imagination or aspirations of children. In recent weeks we have published positive stories about Boots, Matalan, Morrisons and Asda, amongst others, all of whom have decided to reverse decisions about gender segregation in toy marketing. We would love to be saying similar things about Next and hope to get your assurance that this will be the case.

We look forward to hearing from you.

Yours faithfully

Megan Perryman
Let Toys Be Toys

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