Beyond pink and blue: the quiet rise of gender-neutral toys

Jason Bainbridge

Research output: Contribution to Newspaper/Magazine/BulletinArticle

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Amid a downturn in global toy sales, Australia’s Toys ‘R’ Us stores going into voluntary administration and closure of the firm’s American and UK arms, a quiet revolution is under way in the toy world. The gendered distinctions of the infamous pink and blue toy aisles are starting to break down.

Toymakers such as Mattel and Hasbro are no longer explicitly marketing some of their lines (including dolls) to girls or boys. And retailers like Target, Toys ‘R’ Us and Kmart are responding by replacing pink and blue toy aisles with gender-neutral “kids toy” aisles.
Original languageEnglish
Number of pages4
Specialist publicationThe Conversation
PublisherThe Conversation Paperpress
Publication statusPublished - 2018
Externally publishedYes


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