Don't box us in! Image of boy and girl in pink and blue boxes.

Let’s shop outside the box this Christmas

Toy marketing can make choosing gifts by gender seem like a safe choice, but kids deserve better. This Christmas we’re encouraging shoppers to reject ‘toys for boys’ and ‘toys for girls’ and shop outside the pink and blue boxes. Read more…

Let Toys Be Toys campaign is asking the toy and publishing industries to stop limiting children’s interests by promoting some toys and books as only suitable for girls, and others only for boys.

Find out more about the Let Toys Be Toys campaign.


OKIDO – an inclusive magazine

A magazine subscription makes a great Christmas gift, one that children can enjoy all year round, but finding inclusive options can be a challenge. Sophie Dauvois, co-founder of OKIDO magazine explains why they’re trying to do something different with their bi-monthly science and art magazine for 3-8 year olds.

Have you seen the state of the current children’s magazine selection out there? One look along the racks of the supermarket shelves or large, multinational news agencies will show the same dismal story of poor quality, gender-specific, plastic-wrapped rubbish. Read more…


12 fun toys to foster STEM skills

As well as being fun, STEM (Science, Technology, Engineering and Maths) toys, are a great way to build skills such as problem solving, spatial awareness and critical thinking.

Of course we all know science is for everyone, but gender bias means STEM toys are often targeted squarely at boys, (or else given a dusting of pink glitter and lipstick as if that’s the only way to get girls interested). We’ve chosen twelve toys to help curious children everywhere develop an interest in science and discovery. Read more…

pirate abbie

Do girls love trains?

Abbie loves her train set, but is fed up of being made to feel there’s something strange about a girl liking trains. Can you help us find her more loco-loving girls and women?

Send us your pics and stories via Twitter tagged #girlslovetrains or email us at Read more…


Signs of change at Toys R Us

We’re pleased to see new signage going up in refitted Toys R Us stores in the UK. Let us know what you’ve seen in stores near you.

In 2013 Let Toys Be Toys met with Toys R Us directors to discuss marketing in a way that includes all children. We were delighted that they committed to drawing up a new 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. They also promised to consider more inclusive images in their Christmas catalogue. Read more…


Let’s Play Kitchens! – Let Toys Be Toys Gift Guide

Playing kitchens is a firm favourite with many children – toddlers and older children too. So popular, in fact that we’ve had to rewrite this guide a few times as these fabulous toys are going out of stock so fast! Read more…

Online retailers less sexist this Christmas

Our survey of online stores shows ’Girls’ and ’Boys’ navigation options are falling out of favour.

In November Let Toys Be Toys campaigners reviewed online stores to see how many of them encourage shoppers to use gender to help them choose toys and books for children.

Just over half the sites we looked at showcased toys without using gender signposting, and, compared with our 2012 survey, the proportion offering ‘Boys’ and ‘Girls’ options has declined by 46%. Household names including Tesco, Asda, Boots, M&S, Sainsbury’s, Hamley’s, Ocado and Selfridges have dropped gendered navigation or filters during this time. Read more…


Toys for Under £10: Let Toys Be Toys Gift Guide

Avoiding gender stereotypes doesn’t need to be expensive. Check out our guide to great gifts and stocking fillers, from £1.50 – £10. Read more…

Whilygig Toys: Lion

Arts & crafts: Let Toys Be Toys gift guide

If you’re looking for a gift for an arty child, and want to shop outside the pink and blue boxes of gender stereotypes this Christmas, check out our inclusive gift guide for fun, gender-neutral present ideas for boys and girls.  Read more…

Ladybird Favourite Fairy Tales for Girls, Favourite Stories for Boys

Ladybird Books – no more ‘girls’ or ‘boys’ books

Ladybird Books have confirmed they won’t be publishing any more ‘girls’ or ‘boys’ books, bringing the total of publishers who have said they will Let Books Be Books to seven.  Read more…