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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.
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…
PRESS RELEASE Survey results: high street stores are less sexist this Christmas after Let Toys Be Toys campaign
For Immediate release