Target Is Removing Gender-Based Signage From Kids Section

Sometimes big companies do listen! After a consumer complaint about Target labeling some regular old “building sets” and some separate “building sets for girls” went viral, the company now says they're removing gender-based labeling from most of their kids’ departments.

They’re not going to have signs in the toy section identifying if something is for a girl or for a boy anymore. They’re also getting rid of labels and even the blue and pink paper on the backs of the shelves. Target doesn’t plan to change the kids’ clothing section though, “because of sizing and fit differences." And that totally makes sense.

"As guests have pointed out, in some departments like toys, home or entertainment, suggesting products by gender is unnecessary," Target wrote. "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.”

This is good news because we all know you don’t need to be a girl to play with dolls or have boy parts to want to play with cars.

But are gender roles pre-assigned anyway? I remember the time I was interviewing Rob Becker of 'Defending the Caveman' fame. Becker told me his wife was determined not to have their children grow up with assigned gender roles, so she bought her son an easy bake oven and her daughter a tool kit.

What happened? According to Becker, his son baked cakes in the shape of guns, and his daughter put the tools to bed and tucked them in with blankets.

Do you think this is over the top or a good idea?

Do you think people have gotten too sensitive about gender issues with kids?