Target’s decision to eliminate “boys” and “girls” signs from its toys and bedding departments makes a bold statement: Gender stereotypes and gendered marketing are passé (Hains, 2015). Target Corporation released the following statement on August 7, 2015:
“Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender. In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not. Historically, guests have told us that sometimes—for example, when shopping for someone they don’t know well—signs that sort by brand, age or gender help them get ideas and find things faster. But we know that shopping preferences and needs change and, as guests have pointed out, in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary.
“We heard you, and we agree. Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance. For example, 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.”
The public response to Target’s decision was mixed in support. However, since Target’s move away from gendered marketing, other stores and brands have pushed further beyond traditional gendered marketing for children. For example, H&M began a unisex denim line in March of 2017, and Abercrombie announced a new line of “gender-neutral” clothing in January of 2018 called the Everybody Collection (Sanicola, 2018). This children’s clothing line includes a variety of prints and colors available for both girls and boys. What is your reaction?