Toys R Us drops ‘boys’ and ‘girls’ toy category signage

Toy retailer Toys R Us has opted to stop categorising its products into ‘girls’ and ‘boys’ categories, following pressure from campaigners.

Campaign group Let Toys Be Toys, met with the retail giant two years ago in a bid to stop Toys R Us from telling girls and boys what types of toys they should be playing with via marketing.

The move now makes the company gender neutral online and in store.

A representative from the campaign group revealed the news on Twitter, stating: “Great news. Two years after our meeting @toysrusuk has finally agreed to #lettoysbetoys & ditch the online label.”

Online shoppers can now browse toys on the Toys R Us site according to age, brand and toy type.

Other retail chains have also agreed to change the way they market toys, including the likes of TK Maxx, The Entertainer, Tesco, Boots, and Sainsbury’s.

John Lewis has also come under fire for the layout of its LEGO products in store, with a Let Toys Be Toys supporter posting an image of the products online, which were separated by gender.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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