Parents who are sick of toy advertisers pushing specific items to boys and others to girls are getting their wish, at least in the UK. The parent-led campaign Let Toys Be Toys successfully got Toys “R” Us to use more inclusive marketing for their toys.
According to the group’s press release:
In response to the campaign, Toys R Us decided they will be more inclusive in their marketing efforts, which includes removing gender references in their stores. Future toy advertisements will show boys and girls playing with the same toys. Girls will play with guns, and boys will be seen playing in kitchens. Managing Director Roger McLaughlan said they will take further steps after meeting with representatives from Let Toys Be Toys.