Toys R Us, one of the leading toy retailers in the world has recently bowed to anti-sexist marketing demands and therefore discontinued all gender labelling for its products. While targeting gender specific consumer groups will create inclusiveness for girls and boys, it has come to a concern of most adults that such marketing strategy is subconsciously encouraging the idea of sexism to children. Let Toys Be Toys is a consumer group representing thousands of shoppers who are campaigning for this issue. Megan Perryman, one of the campaigners proclaimed “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 and who they can go on to be”. On this note, Toys R Us takes immediate action without any hesitation or delay. This business ethics issue demonstrates the power of the consumers in guiding large companies like Toys R Us into changing one of its prolonged policies.

BIBLIOGRAPHY:

Delmar-Morgan, Alex. “Toys R US to stop marketing its toys by gender in wake of sexism claims.” The Independent. September 4, 2013.