In very exciting news this week, Toys "R" Us in the UK announced that it will end gender-based marketing in its stores and advertisements; however, Toys "R" Us has announced no plans to make similar changes in the US. According to MSN News, the British campaign group Let Toys Be Toys reached "an agreement with the retailer to strike 'explicit' references to gender in its stores and feature more ads with girls and boys playing with the same toys."

The toy chain agreed to make changes both to its in-store signage and advertisements, starting by looking at how toys will be represented in its upcoming Christmas catalog. This move by Toys "R" Us UK for greater gender neutrality in toy marketing follows on similar changes by other leading European toy retailers including Swedish Toys "R" Us franchise, Top Toy, and Britain’s largest department store Harrod's.

At A Mighty Girl, we believe now is the time for Toys "R" Us in the USA to join its European counterparts and end the rampant gender stereotyping in its marketing of toys to children. By following their examples, Toys "R" Us in the USA can send an important message to children, parents, and others that children's interests should not be limited by their gender. Continue reading → Continue reading