In the eyes of children, toys are toys. They’re not limited or categorized by gender. Target is taking cues from their youngest consumers by removing all gender-based signage in the toy sections of their stores.
Target shared more details on its blog, indicating that the move was based on customer feedback.
So far, the reviews have been somewhat mixed. Many consumers have flocked to the retailer’s social accounts and even the blog to share their distaste. Most, however, are sharing their praises.
Below, the RTP editorial team shares their thoughts on the decision, and whether they think it will impact Target’s sales:
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Debbie Hauss, Editor-in-Chief: Interesting that Target has decided to do this two years after Toys R Us committed to ending gender-specific marketing. Maybe the timing is more aligned with Caitlin Jenner’s transition or other current news? But I’m glad to see it. I think boys and girls are too often stuffed into gender-specific boxes that they are not comfortable with and don’t have the opportunity to be who they really want to be. It certainly will be a long road to complete gender equality, but starting with toys and young minds is a good place to kick off the effort.
Alicia Fiorletta, Senior Editor: When I was a little girl, I always played with dolls and Hot Wheels. I enjoyed making bracelets out of string..and playing dodge ball. And a lot of my girl friends were in the same boat. I don’t think anything has changed. However, no one can deny the fact that we, as consumers have been forced into traditional gender roles. Girls play with kitchens, boys play with tool boxes. I think this is a positive move for Target. Instead of questioning why they do it or what the outcome will be, I’m just going to focus on the fact that it will make girls and boys feel less bad about liking toys the opposite gender is supposed to play with.
Rob Fee, Managing Editor: As the father of an almost four year old daughter, this move just makes sense. Yes, my daughter has an obsession with princesses, but she also loves to play with dinosaurs. When I shop for toys for her, I’m not looking for girl’s toys. I’m simply looking for toys she has shown an interest in. Everything is on the table. So in light of that, I like Target’s move and welcome more descriptive shelf labels that help me find exactly what I am looking for. My daughter doesn’t care if her Legos aren’t pink. Why should anyone else?
Kim Zimmermann, Senior Managing Editor: I have many friends and relatives with young children, and they’ve all shopped for their girls in the boys department and vice versa. I think it is a great move, but people have been doing it forever, so I don’t see a huge financial gain for the retailer. Just fewer moms and dads shopping on the sly and hoping their kids don’t notice they’re in the “wrong” department.
Glenn Taylor, Associate Editor: Financially, I can’t see it having an impact either way. Companies have been been under far worse flack for issues that actually deserve attention (wages, poor treatment of employees), and rarely do any threats to stop shopping make any impact then. When it comes to the store itself, sure, some consumers may be confused about the assimilation of certain merchandise, but would simply taking away the labels really make browsing that difficult? Although toys are treated as a genre of its own in this case, there are so many different categories for them in the first place that everything is bound to have its own section anyway, gender-related or not.
Brian Anderson, Associate Editor: I believe that this is a smart move for Target, but I’m not too sure how big of an impact it will have in the long term. As with any debate, picking sides can create life-long customers and alienate others. But if this doesn’t have a significant impact on how Target organizes its toy section, I don’t think it’ll greatly impact the shopping experience. Only time will tell how big of an impact the change has on company sales and customer experience.
What are your thoughts on Target’s move? Do you think it will impact customer loyalty or sales? Share your thoughts in the comments section below!
