Toys in California’s department stores to be gender neutral
Shops will be forced to put children’s products in gender-neutral sections ‘to avoid reinforcing harmful, outdated stereotypes’.
Department stores will be required to display children’s products in gender-neutral sections under a law passed in California “to avoid reinforcing harmful and outdated stereotypes”.
Large shops must have a gender-neutral display of “a reasonable selection” of items “regardless of whether they have been traditionally marketed for either girls or for boys”, the law states.
Although some Republicans dismissed the legislation as intrusive government diktat, it was passed by the Democratic majority after two failed attempts in recent years.
It does not include clothes but applies to toys and “childcare items” such as hygiene and teeth care products. It only applies to shops with at least 500 employees.
“We need to stop stigmatising what’s acceptable for certain genders and just let kids be kids,” Evan Low, a Democrat from San Jose who wrote the bill, said.
“My hope is this bill encourages more businesses across California and the US to avoid reinforcing harmful and outdated stereotypes.”
Low said that he was inspired by one of his staff members’ 10-year-old daughter, who asked why certain items in the store were “off limits” to her because she was a girl.
It comes as Lego, the Danish toy manufacturer, pledged to work towards ending gender stereotypes in its products.
The move was prompted by a survey revealing that 71 per cent of boys fear being mocked for playing with toys commonly associated with girls.
Lego, the world’s largest toymaker, said it was committed to being “more inclusive” and “ensuring that children’s creative ambitions” are not limited by gender stereotypes.
The survey of parents and children also found that parents were more likely to encourage their son than their daughter to play with Lego.
Julia Goldin, Lego’s chief marketing officer, said: “The benefits of creative play such as building confidence, creativity and communication skills are felt by all children and yet we still experience age-old stereotypes that label activities as only being suitable for one specific gender.”
The Times
More Coverage
Liam Payne toxicology report reveals presence of ‘pink cocaine’
Post-mortem tests ‘show the singer had consumed multiple drugs’ before his death as music industry insiders call for safeguards for teen stars.
The good hip guide – how to protect yours
Hip fractures are increasing, yet there are things we can do to try to prevent them. Peta Bee looks at the diet and exercise tweaks to help your joints.