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Company u-turns on 'no plans' to change stance as pressure mounts from Let Toys Be Toys

Morrisons plans to drop gender-based toy signage

Morrisons is gearing up to switch from gender to price-based toy signage in its stores.

Marketing Week reports that the supermarket, which previously announced it had "no plans" to change its in-store displays, now plans to end its use of pink and blue categorisation.

A recent report from the pressure group Let Toys Be Toys disclosed that Morrisons had the ‘most gendered in-store signage’.

It is not yet clear when the supermarket intends to implement the new marketing strategy but Morrisons is the latest in a growing list of retailers to agree to end the practice of ‘girls’ and ‘boys’ signage that includes M&S, Tesco, Next and Toys R Us.

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