Over the weekend, Target announced it is going to move away from gender-based signs in departments where a gender distinction is not necessary – in this case, toys, home, and entertainment. Target says this is in response to internal discussion and customer feedback. I’m sure this viral tweet also had something to do with it:
Don’t do this, @Target pic.twitter.com/cfh3cp5Nqa
— Abi Bechtel (@abianne) June 1, 2015
This means that instead of going to the movie section and seeing DVDs organized into “Boy Movies” and “Girl Movies” they’ll simply be marked as “Kids’ Movies.” The toy section will now be organized by play function (building, dress up, STEM, etc) instead of, as the picture above showed, toys and “girls’ toys.” Similarly, bedding will be listed as “Children’s Bedding” instead of designating certain patterns and colors as appropriate for boys or girls.
I’ve seen a lot of hullabaloo about this online. Comments range from “This is the end of times!” to “This is a stupid thing to worry about, there are terrorists invading our military bases!” and “Now I’ll never be able to find any of the things I need to buy at Target!” While I’m sure that if there was a way for a department store to organize in a way that would better protect our military, they’d take it, I fail to see what’s so threatening about the new system.
I do want to help out the people who feel like they won’t know where to find anything, so I created this handy list:
In a lot of ways, I actually think this will make things easier to find. There will no longer be two LEGO sections, two doll sections, two kids’ sheets sections. It remains to be seen how the items will be organized within each section, but I’m keeping my fingers crossed for good old alphabetical order. What can I say, I’m a slave to those ABCs.
I also saw a lot of people swear they’d never shop at Target again, which I hope is still true come the holidays when I’m trying to score sweet deals. Less people to compete with as I wander through the reorganized toy aisle.
Katherine says:
I in no way understand how this is anything but a positive change…
Auntie_M says:
LMAO!
Go Target!
And, thank You for the easy to understand chart. Why they ever separated things (ESPECIALLY toys) is beyond me!
Soon they will have just a KIDS clothing section or signs saying: Boy Biased, Girl Biased, & Gender Neutral.
You’re the best!
Miranda S says:
I too hope those that say they will never shop at Target again are serious! More 90% off holiday for me. Although I’m sure they are not, who can resist Target?!
Lee Cockrum says:
Okay, so here’s how you can tell how little I shop at Target… I never knew they were organized by gender to begin with!! LOL When I heard this on the news I was wondering what the “H” they were talking about. Who thought of gender organization to begin with?!?
Jenny says:
Good for Target! This makes much more sense.
Did you play with Lego as a child? My brother and I did. It was a gender neutral toy then, just building blocks in primary colors. When Lego started marketing a new range, specifically targeted to girls, I thought that was strange. I also thought erector sets, Lincoln logs and tonka trucks outside were for both of us. I never thought it was a “boy toy” (ha). I don’t have a daughter. Do girls now think a toy isn’t for them if it isn’t pastel? Similarly, when we host parties, all of the kids play Nerf. I’ve never had a girl ask me where the Nerf “girl stuff” is.
Clearly, splitting the range was a marketing strategy. It disappointed me at the time and still does. I’m glad to see Target moving towards gender neutral signage.
Miriam says:
Love this and love Target!
Kate says:
It drives me up the wall that we, as a society, are so hell-bent on gendering everything. Do we need pink and purple Legos and Nerf guns? No! Stop it, world.
That said, good on Target. Toys ‘R’ Us started going less gendered and more with a “pod” layout for their toys, like, 10 years ago. And people can still find the toys they want. (Granted, it is still implicitly gender-split, but you know what I mean.)
I have a lot of thoughts on this that no one needs. I guess my point is: good on Target, but c’mon society!
Kim says:
long overdue!
Becca says:
I was just reading the post Anonymous Mommy posted about this. Those response tweets were too hilarious to even be offensive. I especially loved the “girls have always been pink and boys have always been blue from the moment they exited the womb” or whatever it was. lol. Aside from being untrue (the color reassignments to girls – pink/boys – blue happened in the 1930s), really?! From the womb? Yes – actually your placenta turns a shade of pink/blue once the genitalia develops. It’s true. It’s a thing. There goes Target fighting nature again!
I digress.. I’m glad to see this is happening and can only hope more stores follow suit. I would also like to see this happen with baby clothes. I understand the division for older children, but babies are babies and a onesie is going to fit regardless of gender.
Heather says:
Yes! Some of the responses are just SO over the top that all you can do is laugh. Good point re: onesies!
Annalisa says:
Wow. It’s hard to believe people like that exist. I mean, what’s the problem, exactly? Should blue and pink things never touch, or something? If so, why didn’t I get the memo?
Lauren G says:
eh I can’t understand the hype either way. Boys and girls sections–eh who cares, a mixed section-eh who cares. Toys r us has had the toys grouped by type forever and sometimes they are mixed and sometimes it is a section for tools or dolls which do show gender. I HATE when people refer to something as a boys toy or a girls toy but I think the overeaction on boths sides is WAY overblown. Let’s live how we want, love how and who we want, and play how we want, I say!
Glenda says:
You nailed it with your last sentence! I have a son and a daughter and they played with each others toys for many years!
Anna says:
This is wonderful! I think this could/should happen for clothing, too. If for no other reason than it would make the pricing disparity between boys and girls clothing painfully obvious. Has anyone else noticed that? My niece and nephew are twins, and so I often end up shopping for clothes for both of them at the same time. The clothes for my niece are always more expensive than the clothes for my nephew. Always.
Heather says:
I’ve never noticed the price differences, but that’s probably because James is still in the baby section and Annabel is in the big kids. That’s so irritating!
Jenny says:
I have not noticed the pricing comparison but I have noticed 3x as much selection and floor space for girls.
Rita says:
Amen Heather! As always, a brilliantly relevant and wonderfully written post!
Terri says:
This has nothing to do with how they organize the store, but I have no clue why people shop at Target. The ones where we live are SO expensive compared to other stores around here.
Heather says:
Wow, really? Target is by far the cheapest option around for me, especially with my 5% off card plus coupons!
Terri says:
I’m in the Midwest, maybe that’s why? Target prices, especially on clothing are comparable to mall prices here.
Jordan says:
I’m in the Southeast, and agree- it’s usually Target vs. Walmart around here (Walmart has its own slew of issues, however); Target is considered one of the more expensive stores around here- I only shop there for specific things.
Jessica says:
It’s always cheaper than even Wal-Mart here, especially when you can double up on target coupons and manufacturers coupons. I often get things free.
Linda says:
I love this quote from The Onion:
“They couldn’t have chosen a worse time. How will we know which pencils to send our kids back to school with?”
Julie C says:
LMFAO!!! Love the chart and encourage all Target haters to stay far, far away…especially at Christmas, Halloween, Back to School…
Megan says:
I love your chart! And I love that they’re doing this. Like many kids, I loved dolls, stuffed animals, blocks, Legos (before they cost a fortune and came in pink and purple), toy kitchen sets, toy cars…but I distinctly remember two occasions where someone suggested I shouldn’t be playing with “boy toys,” and I felt angry and ashamed and confused.
I don’t expect Target to take on terrorism or education policy, but it can make a difference in helping kids feel comfortable with whatever toys, sheets, movies, etc. they enjoy, and I’m glad they’re choosing to do so.
Annalisa says:
Yay! The Lego thing steamed me the most. Both kids always end up playing with the same sets, regardless of age, and having to go to two different aisles to look at all the options was pretty frustrating.
Jessica V. says:
I just noticed that Stride Rite is doing this now too – they’ve grouped their shoes by stage (pre-walkers, early walkers, little kids, etc.) instead of having girls shoes on one side of the store and boys shoes on the other. I like it – it really isn’t that hard for me to point my kids to the wall that holds their size group and say “pick from there.” They know what they like and don’t – and I don’t care either way.
Julia says:
Thanks for this: “While I’m sure that if there was a way for a department store to organize in a way that would better protect our military, they’d take it”
Wendy Constantinoff says:
I can only conclude that many Target shoppers do not have much common sense
Wendy Constantinoff says:
ps: or they watch fox news my husband pointed me in the direction of this
i100.independent.co.uk/article/fox-news-freaks-out-while-trying-to-understand-gender-neutral-toys–b1f6kubuLVe?utm_source=indy&utm_medium=top5&utm_campaign=i100
roshan says:
Well, faux news has not yet stopped freaking out about the president being black, so this will surely take sometime to sink in with those wackos.
Jessica says:
In all honesty I have never even seen signs like this at my Target or any others around here. Does every Target actually have signs on each aisle? And if so, do people really look at/use said signs? It might just be that I am blinded by all the shiny things that I *must* have so I have never noticed that they actually have signs that tell you whats on each aisle.
Heather says:
Mine does. Sometimes it’s on the aisles, sometimes it’s hanging from the ceiling. But my daughter has noticed the organization into “girl” and “boy” toys, so it will be nice to just have everything organized by function!
Jessica says:
So I had to go to Target because, you know, research. And what do you know there are signs on every aisle!! Ok so I’m not totally stupid, I guess I have seen them before but never really paid much attention to them. I didn’t see any signs actually gender labeling toys. Yay for my Target! But yes my son has noticed the organization as well and not just in Target. He went through the same infatuation with Tangled and Frozen that every other small human did and wanted a toy from those movies. But was hesitant to pick a toy from that section because he felt that he was in a “girl” section (it looked like a pink paint can exploded) and wasn’t sure he was “allowed” to get one of those toys. But it was a good opportunity to talk about it although at 4 yrs old I’m sure all he heard was “Yes, any toy you want”.
Annalisa says:
At my local Target, action figures, science kits, and “boy” Lego are catty corner from the section with dolls, pretend play clothes, preschool toys, and “girl” Lego. The sections are actually color coded (pink signs on the aisles for girl toys, yellow on the boy toy aisles).
More infuriatingly, “girl” Lego are next to Duplos in the preschool section. It sends the message to girls that once they’re no longer 4-5, they’re not the main target audience for Lego.
Our local toy stores have all the Lego in one place, dolls next to outdoor toys, etc. If anything, just getting rid of the stupid signage will mean that I don’t have to avoid the toy section with my kid so that these ridiculous stereotypes don’t get reinforced more (I just bemoaned to a friend the other day how my daughter used to play Lego with boys and girls in her age group at school until she befriended a few girls who think girls should just “play house and feed baby dolls”, and she stopped playing with the boys in her class. It makes me sad :()
Peggy says:
The boy/girl Lego thing is not just Target’s problem — it’s a Lego problem too. Regardless of what shelves they put them on, Lego’s Friends series sends the message that girls should be interested in shopping and baked goods and puppies. And the sets are not as challenging as the others. I have a now 13 year old girl who has always loved all things Lego, but will have nothing to do with the Friends sets because she sees them as Lego-lite.
Melissa says:
I’m sort of neutral on the whole thing. Sure it makes sense to have everything in one section and I don’t think it will make it any more difficult to find. I just think everyone is so concerned with being PC and not offending anyone it’s getting a little ridiculous. If your little boy wants a doll who cares? Go to the girls’ toy section and buy him one. I love Target and I’ll still shop there (probably more frequently than my husband would like… HA!)
Heather says:
But, shouldn’t we always strive to not offend and treat everyone with respect?
Rebecca says:
What’s so disrespectful about girls’ toy sections and boys’ toy sections? Somebody’s going to be offended by something every time. Target’s change of policy obviously offends people so what about them? What are they going to do about those offended people? Who do you choose to be less offensive to? Just because it makes perfect sense to change these departments around to some people doesn’t mean it makes sense to others. I completely agree….political correctness is running amuck. I can respect people but I don’t have to agree with everything they (or their company) is doing. Both sides deserve the right to respect.
Heather says:
Well, what is so disrespectful about having all the toys/bedding/media together? I just do not understand the outrage.
Maddy says:
I don’t think the problem is necessarily with parents not being willing to go to the girls section and buy their son a doll – the problem is gender stereotypes being reinforced to the point where, once they are old enough to read the sign, boys won’t want to play with dolls because those are girls toys. It is obviously a much bigger problem than just signage in a shop but taking away these stereotypes that there are certain toys for boys and girls is definitely a step in the right direction.
twingles says:
I don’t usually get worked up about this stuff but when I saw books in the dollar spot separated into BOY BOOKS and GIRL BOOKS a couple of years ago I was like WTF?? But I was in Target last weekend and my daughter, who is 11 and like what would be considered traditional “boy toys” was looking at Funcos which are a hot commodity that she takes very seriously. And this little girl wanted to look at them and a woman who was clearly Grandma said to her “you can’t look at those, those are boy toys”. My DD looked at me and rolled her eyes. I was like “never stop rolling your eyes!”
Melissa says:
True. I guess if we make the change now by the time our kiddos are grown it will be normal for them which is a good thing. I just never thought it was a big deal, I played Ninja Turtles and Transformers all the time as a kid… and my brother played Barbies. Kids like what kids like!
Heather says:
I know what you mean, though. I DO think that people are too sensitive, in general!
Christina S says:
I don’t get it. Why would people not shop at Target anymore?
See, this is why I’m glad I have a liberal arts education. I get it. Of course it’s not the end of the world. Of course there are bigger issues. Of course it matters and it impacts our children in big ways. Girls being isolated to pink and frilly teaches boys and girls to associate girls with frivolousness (or to not be taken seriously). Of course this doesn’t happen to 100% of the population, but even if it happens to 20%, that’s too much. And the experiences that most women have prove that it happens a lot. Pink and frilly should still exist but girls shouldn’t be guided to it so fervently. Especially at a time when their self-identities are still forming. End rant.
Sara Mc. says:
Not shopping at Target because they are changing some areas to gender neutral? Hmmm…okay. And while they may charge a couple cents more on things where I live, it is completely worth it for my sanity. I will always prefer shopping there than Walmart. Target is my favorite place for retail therapy.
And your comment about there being fewer shoppers during Christmas? Hilarious and right on! I’m hoping they will still be outraged before then and not shop on Black Friday, so I can grab up whatever cheap deals they have. Great post Heather.