Toys R Us is looking to work closely with the Let Toys Be Toys consumer campaign group, agreeing to become more inclusive in its marketing of toys to girls and boys.
The news follows a meeting last week between TRU's UK board members and Let Toys Be Toys, with the group believing it marks a major change in the UK toy sales landscape.
TRU will draw up a set of principles for in-store signage meaning that, in the long-term, explicit references to gender will be removed and images will show boys and girls enjoying the same toys. TRU also promised to start by looking at the way toys are represented in its upcoming Christmas catalogue.
MD Roger McLaughlan said: "We very much enjoyed meeting Let Toys Be Toys. We will work with the Let Toys be Toys team to ensure we develop the best plan for our customers."
Megan Perryman, Let Toys be Toys campaigner, added: "We're delighted to be working so closely with a major toy retailer and believe that there is much common ground here. Even in 2013, boys and girls are still growing up being told that certain toys are 'for' them, while others are not.
"This is not only confusing but extremely limiting, as it strongly shapes their ideas about who they are and who they can go on to become. We look forward to seeing Toys R Us lead the way to a more inclusive future for boys and girls."
Other retailers including Tesco, Sainsbury's, Boots, The Entertainer and TK Maxx have agree to banish 'girls' and 'boys' signs from the aisles following intervention from Let Toys Be Toys.