Last week, a group of concerned parents in Australia launched a campaign to end gender-specific marketing of toys and to promote the idea that all toys are for all children. The Play Unlimited Group is calling on toy manufacturers and retailers to stop labelling and marketing products as being either for boys or girls.
Similar campaigns have been launched in Europe, and some have been well received by the public. Another parent-led campaign, Let Toys Be Toys, asked retailers in the UK and Ireland to stop limiting children’s interests by promoting some toys as only suitable for girls, and others only for boys. They have achieved great success and big companies such as Toys R Us, Marks and Spencer, Tesco, Sainsbury’s, and Debenhams, have agreed to start phasing out gender-specific signage and marketing.