Target will move away from gender-based signage in its toys, home and entertainment departments.
The US retailer made the announcement over the weekend in a bid to remove gender stereotypes surrounding toys.
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Target came under fire earlier this year after a photo on Twitter showed signs directing customers to ‘boys building sets’ and ‘girls’ building sets.’
A social media storm followed suit and the department store has faced increasing pressure to take action.
In a statement, Target said it didn't want its customers to feel “frustrated or limited” by the way products were presented.
“Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender," they said in a statement.
“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.”
The changes will be introduced in the next few months.
News break - August 10