Toys R Us Agrees to End Gender-Biased Marketing Policy

Toys R UsPlan on seeing more girls with toy guns and boys with play kitchens in future Toys R Us advertisements, as the company has announced it will no longer promote toys as gender specific products. The Telegraph reports that the company agreed to the change after meeting with Let Toys Be Toys, a campaign group run by concerned parents saying the policy restricted children's choices.

Megan Perryman, Let Toys Be Toys campaigner, said: "Even in 2013, boys and girls are still growing up being told that certain toys are for them, while others are not. This is not only confusing but extremely limiting as it strongly shapes their ideas about who they are."

Toys R Us announced the move after meetings with the campaign group. Roger McLaughlan, managing director of the toy store, told the Independent: "We will work to ensure we develop the best plan for our customers."