Target stores will remove ‘gender-based’ signs

After receiving complaints about its “gender-based” signs, Target announced it would no longer label products for either boys or girls.

“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,” said a statement from Target on Friday. “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 retailer said it will continue to differentiate between men’s and women’s apparel, where there are fit and sizing differences, however they will no longer label toys, home or entertainment products with a specific gender.

In the statement, Target explained that the signs were originally there to help guests navigate the store efficiently, “while pointing the way towards more inspiration and great products.”

A tweet from one Target customer started the whole conversation.

The shopper, Abi Bechtel, tweeted a picture of one of the store’s aisle signs distinguishing between “building sets” and “girls’ building sets,” with the caption, “Don’t do this, Target.”

The photo was retweeted almost 3,000 times and prompted a slew of responses on social media.

“It stood out to me as a good example of the way our culture tends to view boys and men as the default, normal option and girls and women as the specialized exception,” Bechtel told CNN.

Related Content