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Breaking the mould – challenging gender stereotypes

Olivia Dickinson, campaigner for Let Toys Be Toys, explains how you can expand children’s play choices in your setting by challenging stereotypes. This article originally appeared in the Alliance’s Under 5 membership magazine.

In November 2012, a discussion on the Mumsnet parenting website about the prominence of pink and blue in the toy aisles galvanised a group of parents into action. Out of that heated discussion, the Let Toys Be Toys campaign started, with the aim of challenging gender stereotypes in childhood. We began by asking retailers to take down the gendered signs in the toy aisles and since then 14 retailers have now pledged to remove all gendered signs. Only a fifth of online stores now use gender as a way to filter when buying toys.

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