Oh no, not here in the U.S. That would be too exciting. But the “pink aisle” is being razed in a number of UK stores including Tesco, Sainsbury’s, Boots, and Toys R Us. The fomenters of this plastic rebellion are Let Toys Be Toys (LTBT), a consumer campaign group that fought the good fight so that boys can play with Barbies and girls with Batman and who on earth cares why or where. LTBT spokeswoman Megan Perryman said the following:
“Even in 2013, boys and girls are still growing up being told that certain toys are ‘for’ them, while others are not.
This is not only confusing but extremely limiting, as it strongly shapes their ideas about who they are and who they can go on to become. We look forward to seeing Toys R Us lead the way to a more inclusive future for boys and girls.”
It’s not just that the notion of “girls toys” and “boys toys” is backwards for 2013. It’s that it’s literally backwards from where we were 40 years ago.
So what, exactly, are the UK retailers doing to make us proud? They’ve agreed to excise “boys” and “girls” signs from their stores and reconfigure their whole attitude around marketing. And that’s no small thing.
In conclusion, wise up, America. If you don’t do it soon, I know a few feisty little girls I can send over to convince you.
(via The Mary Sue)