Target to stop sorting children’s merchandise by gender

Sections formerly labeled ‘boys’ and ‘girls’ will now simply be labeled ‘kids.’ Reactions have been mixed.

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If you’ve ever shopped for kids’ stuff at Target, you can tell that the store (like many others) has distinct ideas about which products boys and girls like. The store is sectioned off accordingly, but that may not be the case going forward.

Girls and boys can find equal enjoyment from dolls and robots, the retailer has realized. And it extends beyond toys to bedding, home décor, entertainment, etc. Expect signage no longer to read “boys” and “girls,” but rather “kids.” [Download the Marketer’s Guide to Digital Giveaways, Promotions, and Rewards.]

“We never want guests or their families to feel frustrated or limited by the way things are presented,” a Target press release says. “Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender. In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not.”

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