Several big High Street toy stockists have agreed to change their boy/girl toy signs, claims Let Toys Be Toys.
The parent-led campaign was set up to see 'girls' and 'boys' signs removed from toy shops and websites.
Last week, the campaign asked about Morrisons in-store pink and blue toy signage on Twitter.
Morrisons said on Twitter: "We're really sorry about this. Please be assured all of the old signage is currently being updated.
"We are working on it at the moment and it may take some time. However, all stores' signage will be replaced."
However, Morrisons said the change was due to a "general signage update", so it's not clear whether the change is specifically because of Let Toys Be Toys' campaign.
Asda's website no longer contains girl and boy toy sections, claims Let Toys Be Toys.
"We talked to Asda about their website layout in January and after admitting that the campaigners had a point, were told that the taxonomy of the site would be reviewed," read a statement.
Last week Matalan also apologised, following tweets about their dressing up section which reportedly showed a ‘boys doctor dress up’ costume and a ‘girls nurse dress up’ outfit, alongside ‘boys policeman’ and ‘boys fireman’ outfits.
Matalan said on Twitter: “Hi, thanks for pointing this out to us. We totally agree and we're changing the wording. Many thanks."
Earlier in April, Hobbycraft agreed to change its ‘Kits for Boys’ and ‘Kits for Girls’ signs, to 'Kits for Kids', claims Let Toys Be Toys.
The campaign also states Waterstones Bluewater branch changed its signs and displays to "one featuring activity books for all".
Liz Jordan from Let Toys Be Toys said: "It’s been quite a week for changes. It seems like retailers are really starting to take notice."
Read ToyNews' upcoming May issue to find out what indies think about the gender toy debate, courtesy of ToyShopUK.
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.