Target Corporation has announced plans to phase-out gender-based signage throughout it’s stores. The change comes following a twitter photo criticizing the company’s decision to distinguish “building sets” and “girls’ building sets” in one of the store’s most popular toy aisles. The image ignited a social media frenzy.
“But we never want guests or their families to feel frustrated or limited by the way things are presented. Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender.”
While most of the toy department follows a category-specific layout, building sets advertised as girls-only or the pink backgrounds of some aisles have always excluded my three boys from enjoying those offerings. It’s the same feeling of intimidation or embarrassment some girls might feel walking though Star Wars or Nerf sections.
“…as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary.”
“…in the kids’ Bedding area, signs will no longer feature suggestions for boys or girls, just kids. In the Toys aisles, we’ll also remove reference to gender, including the use of pink, blue, yellow or green paper on the back walls of our shelves. You’ll see these changes start to happen over the next few months.”
Kudos to Target for recognizing the concerns of its guests. Even the most incremental change is important. As a parent of a Shopkins-loving boy, we’ll feel slightly more comfortable shopping in your stores.
Image Credit: PoshNicki’s Blog