US: Target drops gender labelling from toy aisles

"In the Toys aisles, we’ll remove reference to gender, including the use of pink, blue, yellow or green paper on the back walls of our shelves."
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US retailer Target has outlines plans to phase out gender-based signage across its toy departments.

The firm will be removing all references to gender in its toy aisles, including the use of pink, blue, yellow or green paper on the back walls of its shelves.

The move will also affect Target's home and entertainment departments, with changes starting to happen over the next few months.

'Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender,' read a statement from Target.

'In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not. Historically, guests have told us that sometimes, for example, when shopping for someone they don’t know well, signs that sort by brand, age or gender help them get ideas and find things faster. But we know that shopping preferences and needs change and, as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary.

'We heard you, and we agree. Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance. For example, in the kids’ Bedding area, signs will no longer feature suggestions for boys or girls, just kids. In the Toys aisles, we’ll also remove reference to gender, including the use of pink, blue, yellow or green paper on the back walls of our shelves. You’ll see these changes start to happen over the next few months.'

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