Fun Times! Target Drops Genders In Kids’ Toy Aisle

Fun Times! Target Drops Genders In Kids’ Toy Aisle

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Retailer and purveyor of anti-union propaganda Target announced Friday that it will no longer label certain products as “for boys” or “for girls.” The company’s website announced the store sections including bedding, toys and entertainment will remove gendered signage over the coming months.

The company’s decision stems from controversy which arose in June when Ohio mother Abi Bechtel tweeted out a picture of a store aisle whose sign listed “Building Sets” and “Girls’ Building Sets” (above). These particular “girl” toys — which would totally make boys catch a nasty case of cooties —included GoldieBlox, a construction kit notable both for encouraging girls to build more than just princess palaces and for pissing off the Beastie Boys for using their 1987 song “Girls.”

Target originally resisted changing its gendered labels, with a company spokeswoman stating they made the shopping experience “convenient, appealing and helpful to our guests.” After much wailing and gnashing of teeth on Twitter and other social media, the store reversed its opinion:

“… we know that shopping preferences and needs change and, as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary. We heard you, and we agree.”

Target isn’t the only retailer to make this move: U.K. toy retailer Harrod’s gender-neutralized its stores in 2012 and Toys R Us in Stockholm did it in 2013.

Girl and boy labels won’t be removed from Target’s apparel section due to sizing differences, so unfortunately your son will still feel awkward asking if you’ll buy him these totally bitching multicolored sunglasses.

(image via Charles Rodstrom)

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