Challenging the Root of Gender Norms

Target, one of the largest retailers in the US, announced in August that it will be working to reduce the extent to which their products for children are gendered. This move includes removing the signs that indicate that certain sections of toys and beddings are for “boys” or “girls” as well as removing the gendered color-coding of pink and blue to indicate who certain products are for.

Target says this move was prompted by customer feedback. According to their press release, “as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary.” The impetus, they say, is to ensure that they “never want guests or their families to feel frustrated or limited by the way things are presented.”

And it’s the right thing to do.

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