Target is getting rid of the traditional gender-based signs in certain departments, namely the kids' toy section. The change comes after consumer complaints about how the store distinguishes between girls' and boys' toys. In the next few months, all references to gender will be removed from the toy aisle including the use of pink or blue wallpaper on the shelves. The majority of parents are really happy about this change, while a small group has criticized the store's decision saying it is just giving in to pressure to be "politically correct" or "homogenize the genders."
In light of all that we know today about gender identity and the difficulties kids can face as a result of the gender binary, it's pretty clear that this is a step in the right direction. Just watch one episode of "I am Jazz" on TLC and you'll see how much the status quo can hurt a child who doesn't fit into it. Removing the gender labels from the toy aisles won't prevent anyone from buying what they want for their child. If your little girl likes dolls and dress up, there's absolutely nothing wrong with that and this won't change that, but she'll probably find she likes other things too, maybe things she never considered because they're labeled "boys' toys" and vice versa. In the end, this only opens up the door for all children to like what they like, whether it's Barbie or Legos or Nerf guns without feeling out of place. Check out what parents said in response to the change here.
This news also comes after Target received a lot of criticism for selling a "Trophy" T-shirt in their juniors section along with T-shirts that say "Bride" and "Mrs." The public immediately expressed their anger at Target for promoting the sexist trophy wife idea. In response, Target claimed "these shirts are intended as a fun wink, and we have received and overwhelmingly positive response from our guests." You can still order the shirt online and if you check out the reviews, they're all positive. One even reads "cute shirt...buy one if you like it - don't let fun-killers control what you wear or don't wear." So, while there are A LOT (read: petitions) of people who were outraged by this shirt for the way it objectifies women/brides-to-be, there is a small minority who think the shirt is a cute, fun, and friendly self-esteem booster (see reviews of the shirt).
So, if you want to push gender stereotypes on your kid, good news - you still can! But Target won't.
(TBD if they will continue to sell "fun winks" about the objectification of women or not.)
