Let Toys Be Toys, the parent-led campaign that aims to see ‘boys’ and ‘girls’ signs removed from toyshops and websites, has announced the launch of a good practice Toymark: to be awarded with the help of mystery shoppers.
Supporters have been asked to nominate shops that fulfil good practice criteria. Stores that meet the standards required will be awarded the Toymark; a badge of quality to help parents choose shops with displays that welcome children, regardless of gender.
Megan Perryman, a Let Toys Be Toys campaigner, said: “As parents we know that gender labels are confusing and send the wrong messages to children. This is a fantastic opportunity to celebrate the many retailers who don’t limit children’s interests.”
The Toymark scheme is a change of tack for the campaigners who up to now, have applied public pressure to retailers to remove gendered signs and labels. Boots, Tesco and The Entertainer are amongst those who have agreed to make changes. Whilst they intend to keep the pressure on shops with gendered signage, Let Toys Be Toys say the Toymark is a way to reward those retailers who do not use gender-stereotypes, as well as help adults and children find gender-inclusive shops.
Let Toys Be Toys Campaigner Leanne Shaw said “Im really excited about the Toymark scheme. As a supporter of Let Toys Be Toys it’s good to have something positive to shout about, and as a parent I’m looking forward to checking out some of the award winners during the summer holidays. It will be good to know I am spending my money in shops that allow both my children to make their own choices, free from gendered marketing”
Notes For Editors:
Let Toys Be Toys is a grassroots consumer campaign, run and organised wholly by volunteers, calling on retailers to stop limiting children’s interests by promoting some toys as only suitable for girls, and others only for boys.
See www.lettoysbetoys.org.uk for more information.
Over 7000 people have now signed the Let Toys Be Toys petition on change.org, asking retailers in the UK and Ireland to remove gender labels, and organise toys by theme and function, and the campaign has over 9000 likes/followers on social media.
The campaign has already scored successes, including convincing The Entertainer to remove ‘Boys toys’ and ‘Girls toys’ signs from their stores. Likewise Boots promised to end the practice of gendered signage in their stores, and Tesco also announced that they will be removing all gender labels on toys from their website.
For more on the Toymark see www.lettoysbetoys.org.uk/let-toys-be-toys-toymark-scheme
For more on the campaign see our media resources: www.lettoysbetoys.org.uk/media
Change.org petition: http://goo.gl/N423C