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Target dumps “boys” and “girls” toy aisles because feminists complained they were sexist

August 10, 2015

My latest blog post for the Independent Women’s Forum:

Let’s jumble the toys together–who cares about customer convenience?

Two months ago, an Ohio mom’s tweet went viral when she called out Target for separating ‘building sets’ and ‘girls’ building sets.’ Now, the retailer is fixing the problem: for building sets and all toys, plus bedding, home decor, entertainment and more.

“’We never want guests or their families to feel frustrated or limited by the way things are presented,’ Target’s press release said. ‘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.’

“The toy section will get the biggest makeover. Along with grouping all toys together, the aisles will no longer have colored backdrops to indicate gender, such as pink and yellow for girls or blue and green for boys.”

Gee, that sounds convenient for moms and fun for kids! Want to buy a tiny tea set at Target for 6-year-old Emily? Search through aisle after aisle, and maybe you’ll find it next to the Avengers action figures. Retail hint: Kids actually like gender-designated shelves. A boy who wants a building set doesn’t want to waste his time with shelves full of dolls. It’s a time-honored way to move merchandise: Stock lots of similar items together, and the effect will often be so seductive that customers will be hard-pressed to resist the temptation to buy at least one. And jumbling up the princess-patterned sheets and the Batman-patterned sheets in the children’s bedding department is a sure recipe for Soviet-level unattractive shelves.

Yeah, yeah, some kids resist gender stereotypes, but it’s really not that hard to head over to the “Boys” department for the towels printed with footballs that your little tomboy may yearn for–honest!. And if 5-year Nate insists he’s really “Natalia” wants a glittery tiara for his birthday, isn’t that the whole point of having a “Girls'” section in a store in the first place?
Posted by Charlotte Allen
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One Comment
  1. boys do not play with girl toys & girls don’t play with boy toys. toy companies know this & if they start to lose money, taget will have to revert this nonsense.

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