After meeting today with senior management from The Entertainer, Let Toys Be Toys can announce that the major UK toy retailer has committed to take down the in-store signage which currently categorises toys according to gender.
The new display layout, which will be rolled out to all UK stores before Christmas 2013, will stock toys under the following labels:
- Arts and Crafts
- Imagine and Play
- Action and adventure
- Games and puzzles
- Outdoor & Starbuys
Earlier this year Let Toys Be Toys started a social media campaign against the Entertainer, who they named as one of the worst retailers for gendered toy segregation.
Let Toys Be Toys commend The Entertainer for responding to consumer opinion but are keen to ensure that the new signs; “Imagine and Play” and “Action and Adventure” which will be pink and blue respectively, will not signify a continuation of gender stereotyping, and that toys will be properly categorised according to theme.
We’d also like to thank our followers, who continue to grow in numbers, for making a noise and letting retailers know that we want our children to grow up in a world free of outdated sexist stereotypes.