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Our survey reveals that gender-based toy marketing is falling out of favour in toy stores, with significantly fewer ‘girls’ and ‘boys’ signs in toy shops this Christmas.
In November, Let Toys Be Toys mystery shoppers across the UK and Ireland took part in a survey in designed to gauge the impact of the campaign.
The results are good news: the percentage of shops using ‘girls’ and ‘boys’ signs has reduced by 60% compared with when the campaign began last Christmas, dropping from half of all shops a year ago to just a fifth today. Read more…
Toy retail giant Toys “R” Us today committed to being more inclusive it its marketing of toys to girls and boys. This announcement follows a meeting on Friday between Toys “R” Us UK board members and Let Toys Be Toys, Read more…
We’re really pleased to hear from Sainsbury’s that they agree with the direction of the Let Toys Be Toys campaign, and that ‘Boys’ and ‘Girls’ signage in stores is already being phased out.
Supermarket giant Tesco announced via Twitter that they’re doing the right thing, and removing gender signs from their website, and from all stores. Read more…
After meeting today with senior management from The Entertainer, Let Toys Be Toys can announce that the major UK toy retailer has committed to take down the in-store signage which currently categorises toys according to gender.