Menu

InstagramTwitterYouTubeFacebookSnapchat
Globe Icon
Join and support LGBT+ journalism

Join

and support
LGBT+ journalism

Business

Target is the latest retailer to make a big change to its toys

Joseph McCormick August 9, 2015

US retail giant is the latest to make a change to the way it markets its toys.

The store announced this week that it will remove gendered labels from most of its children’s departments.

A single tweet, followed by a social media outcry, is what prompted the store to make the change.

landscape-1433520809-target-1-589x442

A tweet of this image caused an outcry (Image: Twitter)

Abi Bechtel, from Ohio, sparked a debate over sections for boys and girls, after she tweeted an image of a sign reading “building sets”, and separately “girls’ building sets”.

Her tweet was retweeted and favourited hundreds of times.

Target will now remove pink and blue paper which currently indicates gender on the walls of its toy shelves, and neutral wood panelling will be used.

The store will maintain sizes on its children’s clothing – noting sizing differences.

“As guests have pointed out, in some departments like toys, home or entertainment, suggesting products by gender is unnecessary,” Target announced on it website on Friday.

“We heard you, and we agree. Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance.”

The store also said gender references will remain on its online store, as people often search online by gender.

Bechtel said she thought the move was “fantastic”. The mother of three received abuse after her complaint went viral.

She Minneapolis Star Tribune: “I think it’s great they are paying attention and re-evaluating how they are doing this kind of marketing.”

A Disneyland store proved recently that there is nothing wrong with a boy liking Minnie Mouse.

More: boys, building set, female, gender, girls, Male, marketing, retail, target, toy, toys, US

Click to comment

Swipe sideways to view more posts!

Dismiss

Loading ...

Close icon