Toys ‘R Us announced Friday that its U.K. stores will no longer label toys according to gender, vowing that in-store signage will show children of both genders playing with the same toys.
The group Let Toys Be Toys, which asks retailers to stop “limiting children’s imaginations” by promoting gender specific toys, encouraged the decision.
“We’re delighted to be working so closely with a major toy retailer,” Megan Perryman, a Let Toys Be Toys campaigner, said. “We look forward to seeing Toys 'R Us lead the way to a more inclusive future for boys and girls."
Toys ‘R Us has attempted to remove stereotypes from their catalogues in the past, but it never quite got the job done.
“Boys and girls need the chance to develop in all these areas,” Perryman said, noting that technology and construction toys are marketed to boys, while crafts and social role play toys are marketed to girls.
While the British branch of the company has acknowledged the Let Toys Be Toys petition, the U.S. branch will remain gendered.
Tesco, Sainsbury’s, Boots, The Entertainer and TJ Maxx have also agreed to remove boy and girl signs from their stores.
The popular British department store Harrods has dismissed gendered organization of toys as well.