Target Is Removing ‘Gender-Based Signage’ From Kids’ Departments Following Complaints

No more pink and blue!

Target – the second-largest discount retailer in the United States – has announced that it will remove ‘gender-based signage’ from many of its departments in the upcoming months, following complaints from parents.

The company has stated that the color-coded aisles are set to be phased out of toy displays, even though it previously claimed that customers “preferred having a variety of indicators that can help inform and guide their shopping trip.”


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However, some customers complained that it was unnecessary for Target to make such severe distinctions. The company’s new policy comes two months after a woman from Ohio tweeted this photo:

The image of a sign in a Target’s toy department was retweeted almost 3,000 times. The company released a statement regarding the issue: “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.”


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The company went on to state that in some of its departments – like Toys, Home or Entertainment – suggesting products by gender is unnecessary.

And while opinions on the issue are divided, mental health experts are saying that the gender-neutral trend could be an extremely positive step for children, and Target is jumping on the bandwagon. This month, TV host Ellen DeGeneres is launching a new Gap Kids clothing line for girls that encourages individuality, while Lego recently released a line called ‘Research Institute’, which features female scientists.

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