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No More Pink & Blue: Target Removes Gender-Based Signs for Kids

Current signs/Twitter

The Short of It

As you browse the aisles at Target in the coming weeks, you'll notice the pink and blue signs for girls and boys have disappeared. Why? Parents have asked for a more gender-neutral shopping experience to allow their children to choose what they want without the influence of gender stereotypes.

The Lowdown

Signage in the stores will no longer offer recommendations for girls or boys. And, you won't see classic pink or blue coding to help parents find what they're looking for based on the sex of their child. The new focus is on promoting products for kids—period.

In a statement the retailer says, "Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender. In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not."

For example, the entertainment and toy sections will no longer be categorized. After all, girls can play with action figures and trains while boys can cuddle a stuffed teddy bear that happens to be pink or play with a male (or female) Barbie doll.

On Twitter, responses were mixed. Some customers questioned why the store's current signs for building sets are separated into boy and girl options, since most children like to build with blocks. But others think all the gender-based signs are fine as is and they're worried little kids will be confused which toys are for them.

The Upshot

Several brands and retailers are taking a more equal approach to marketing products to kids. Celebrity Ellen DeGeneres is heading up a Gap Kids campaign that focuses on being an individual while Lego is integrating female characters into its male-centric science sets.

"Biologically, we're not hardwired to want pink or blue, so much of this is from social conditioning that happens as a result of generations of [this] being passed on to us," Dr. Sue Varma, a psychiatrist, told Today Parents.

Do you think children's toys should be labeled by gender?

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