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.

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Let Toys Be Toys Silliness Awards – Worst of the Decade

We started our Silliness Awards way back in 2013 when the Let Toys Be Toys campaign was barely a year old. It’s become an (almost) annual tradition since then, when we round up the most ridiculous and unnecessary examples of gendered marketing we’ve been alerted to by our ever-vigilant supporters. As the decade draws to a close, we thought we would look back and remember some of the real classics we’ve seen and look forward to less of this in the next 10 years.

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News From Nowhere Toymark gift guide let books be books

Books for Young Children – Let Toys Be Toys Gift Guide

We believe all children should be able to choose freely the books they like best and we celebrate all the marvellous writers, illustrators, publishers and booksellers that avoid putting boy or girl labels on books. Here we list some of our favourite reads for the very small people in our lives.

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Imagination play – Let Toys Be Toys Gift Guide on dolls and soft toys

Soft toys and dolls are wonderful for stoking the imagination, exploring caring themes, and make lovely play companions. This guide contains some highlights from some of our Toymark shops – retailers who been awarded our good practice for their inclusive marketing to all children. For a full list of recommended retailers, visit our Toymark directory.

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Blast off! Let Toys Be Toys Space Gift Guide

Blast off! Let Toys Be Toys Space Toymark gift guideCheck out this great range of space themed books and toys, with items suitable for babies, older kids and all those in-between. All shops featured on this page have received the Let Toys Be Toys ‘Toymark award’ – our good practice award for the retailers marketing inclusively to all kids, minus the gender stereotypes.

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Cartoon picture of a row of people dressed for different jobs.

Tackling gender stereotyping through language and literacy

The National Literacy Trust has teamed up with Let Toys Be Toys and created a poster for teachers with top tips to challenge gender stereotyping through literacy, language and play in the classroom

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Packaging for Mattel Creatable World dolls, showing the doll with a range of hairstyles and outfits.

Creatable World – is this the doll we’ve been waiting for?

Toy giant Mattel is launching a new range of dolls designed and marketed to appeal to boys and girls alike. Let Toys Be Toys campaigner Megan Perryman and her children take a look – has a major manufacturer really dared to rewrite the toy marketing script?

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Our four asks of toy manufacturers presented graphically.

Dear toy manufacturers… #Just4Asks

We’re calling on toy manufacturers to market toys in a more inclusive way. Here’s what we’d love to see:

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Gendered marketing and the environment: more consumption, more resources, more waste, more pollution, more CO2

Toys, gender stereotypes, and our planet

There are a great many ways in which toys have an impact on the environment, but could the end of gender-stereotyped toy marketing be a helpful factor in the process of preserving our planet? Tricia Lowther looks at the connections between boy/girl toy marketing and environmental responsibility.

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Young man speaking, standing in front of a screen displaying an image with toys arranged on a plate, with text above reading 'Play is food for the mind - variety matters'

Stereotype-busting campaigns from rising young marketers

Marketing students from across Europe and beyond pitched creative ideas and proposals for a campaign to challenge gender stereotypes in the toy industry, as Let Toys Be Toys acted as client for the annual Ad Venture student competition.

Congratulations to the winning Team Eden of Sup de Pub in Paris, whose winning proposal ‘You are what you play’ impressed the judges with its unified, and highly-translatable campaign concept, and mix of easily achievable and more ambitious ideas.

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Football fun – Let Toys Be Toys Gift Guide

The excitement around the Women’s World Cup shows that football fun isn’t just for boys. Check out some great toys and books that footy fans – both girls and boys – will love. Link to the BBC Sport 2019 Wall Chart also included below!

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