Gender Specific Toy Marketing Under Fire

The campaign group 'Let Toys Be Toys', which works to convince retailers to stop marketing toys by gender in their stores, has set their sights on supermarket giant Morrisons.

Having already convinced M&S, Tesco, Toys R Us, Next, Boots, Sainsbury's and Debenhams to agree to desist from gender-neutral toy marketing such as signage in pink (for girls) and blue (for boys), Morrisons is next on the hit list as they claim that it has the "most gendered" in-store signage.

Let Toys Be Toys also claims that Morrisons initially agreed to change the gender-specific marketing in its stores by summer 2013, however a spokesperson at Morrisons has stated that they have no plans at present to change the way they display toys, since customers are happy with the way things are because gender-specific signage helps them navigate the full toy range.

Nevertheless, Let Toys Be Toys have vowed to approach Morrisons "again" in a determined effort to have them change their current marketing. In addition to targeting retailers, the campaigners are also set to strongly focus on toy manufacturers and publishers of children's books.

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