Toys R Us removes gender-bias filters from its website to encourage 'gender-neutral playtime'

One of the UK’s largest toy retailers has removed gender filters from its UK website, adopting a gender-free approach for shoppers in the lead up to Christmas.

Toys R Us has updated its website allowing shoppers to browse products depending on a child’s age group, brand, or type of toy, rather than by specific ‘boys’ and ‘girls’ categories.

The move comes after a pressure group, Let Toys be Toys, started a campaign to eliminate the gendered labelling and marketing of toys three years ago.

Jo Jower, a volunteer and spokesperson for Let Toys be Toys added: "When you put children into small boxes based on gender, you are essentially missing out on the much bigger picture.

“If you decide as a parent or business that girls are only interested in pink and glitter and domesticity, you are basically excluding a group of girls who aren't into that and also sending a message to boys that they can't like those things either – so you are limiting the market.

“We want to say a big thank-you to Toys R Us UK for bringing in the changes they have so far. This shows a real effort being made to be more inclusive to all children, and the results will no doubt make a lot of children and parents happy this Christmas.”

The pressure group, which represents thousands of shoppers concerned with sexism in the toy industry and its impact on children, regularly post examples of sexist marketing of toys and products to children.

They recently urged Boots to change the way they sell toothbrushes after a follower shared an image of pink Barbie brushes for girls, while the boys' version was emblazoned with Spiderman.

Previous research has revealed that children as young as four have very clear ideas about the jobs that are suitable for boys and girls. Dr. Elizabeth Sweet, a sociologist and lecturer at the University of California, commented: “Studies have found that gendered toys do shape children’s play preferences and styles.

“Because gendered toys limit the range of skills and attributes that both boys and girls can explore through play, they may prevent children from developing their full range of interests, preferences, and future talents.”

In support of various campaigns, US based Hai Tait launched Woozy Moo, a gender-neutral online toy directory in April 2014. He added: “In my work for the UN, I saw around the world how playtime was genderised. How the world treats females is something that’s quite bothersome.

“In the toy world, lot of girls’ toys centre on domestic toys or something that’s passive; while boys get to play with the action world. There has been very little work to destigmatise or degenderise the toy industry.”

Toys R Us has joined a growing group of retailers that are adopting a more unisex approach to the way they market toys including Marks & Spencer, Tesco, Boots, The Entertainer and Sainsbury’s.

For more information visit Toys R Us at: http://www.toysrus.co.uk/