Sussex Signs Say: Let Toys Be Toys

Boots has promised to implement changes after a number of its customers complained about the company’s policy of labelling toys by gender.

Customers took to Facebook and Twitter to express their concerns, after the high-street chemist continued to display signs in its stores for “boys’ toys” and “girls’ toys.”

In response to the complaints, Boots published a statement on Facebook, that read: “Thank you to all our customers who have taken the time to share their thoughts with us on the signs we use in the toys and games area of our stores… It was never our intention to stereotype certain toys. It’s clear we have got this signage wrong and we’re taking immediate steps to remove it from store.”

The issue of gender stereotyping in Boots stores arose after science-related toys, including rockets and magnets, were sold in the boys’ section and doll-making kits in the area designated for girls. A customer who published a picture of the signs and the toys displayed underneath them gained support on Twitter.

Here at Sussex Signs, we commend Boots on changing its policy in response to overwhelming public opinion. The case highlights the importance of wording signs carefully.