About the Campaign

Let Toys Be Toys is asking retailers to stop limiting children’s interests by promoting some toys as only suitable for girls, and others only for boys.

Toys are for fun, for learning, for stoking imagination and encouraging creativity. Children should feel free to play with the toys that most interest them.

Isn’t it time that shops stopped limiting our children’s imagination by telling them what they ought to play with?

The answer is simple – we’re asking retailers and manufacturers to sort toys by theme or function, rather than by gender, and let the children decide which toys they enjoy best.

About Let Toys Be Toys

We’re a parent-led campaign, that grew out of a thread on parenting site Mumsnet which brought together parents frustrated by the increase in gender-based marketing and promotion to children.

None of us is paid; there’s no budget. We do this because we think it matters for our children.

Find out more in this short radio documentary: Why are we selling our children a gendered worldview?

What we’ve achieved so far

Through our petition asking retailers to Let Toys Be Toys, our letters to retailers and the help of our amazing supporters on Twitter and Facebook we’ve scored a number of successes, including persuading The Entertainer,  Boots and Tesco to take down  ’boys’ and ‘girls’ toys signage in their stores.

Our 2013 survey of toyshops in the run up to Christmas showed a 60% reduction in the use of ‘Girls’ and ‘Boys’ signs in stores. Twelve of the fourteen retailers we’ve asked to remove gender signs have said they will make changes.

For more detail on how retailers have responded see our Who’s doing what? page, and take a look at our Before and after gallery.

Support us

If you agree that children should be free to decide for themselves how they want to play, here’s how you can help.

Let toys be toys – for girls and boys.

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