Target Ditches Gender Labels In Some Children’s Departments

Target and Gender-Based Toys

Target Corp. has decided to remove gender labeling from all of its children’s departments. The move arrives after some parents complained about signs that designated certain toys for girls.

The company will also no longer feature “girls” and boys” signs in the children’s bedding section. The company is also removing pink and blue paper displays from the shelves of the children’s toy department.

The company announced the move on its website Friday. Gender labels will remain in the kids’ clothing section because of sizing and fit differences.

The company realized it made a mistake after GoldieBlox and other toys were designated specifically for girls. In all fairness to the company, Roominate, GoldieBlox, and other toy company’s have been attempting to capitalize on younger female buyers by encouraging them to take an interest in engineering-based toys.

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

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The furvor started in June when Ohio mom Abi Bechtel called out Target’s gender designations in a photo posted to Twitter. The photo showcased “Girls’ Building Sets” next to regular “Building Sets.”

“It stood out to me as a good example of the way our culture tends to view boys and men as the default, normal option and girls and women as the specialized option,” Bechtel told CNN.