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California has recently enacted a law mandating that large department stores with at least 500 employees provide a “reasonable selection” of children’s products with gender-neutral signage. This includes toys, hygiene products, and baby items that should be accessible without traditional gender labels. However, the law does not extend to clothing and does not ban “boys” and “girls” sections in stores. The primary aim is to reduce the stigma associated with choices that diverge from gender norms and to lessen the negative impact of gender stereotypes.
California is the pioneering state to implement this law, but many brands and businesses are beginning to recognize the significance of offering gender-neutral products. Whether driven by profit or a desire to uphold company values, many brands are adapting their marketing strategies to appeal to all genders. This shift does not diminish anyone’s identity or confuse children; instead, it fosters inclusivity and promotes a more accurate representation of today’s diverse gender identities and expressions. Companies that resist this change risk losing customers who prefer to shop outside of traditional gender constraints.
When Target announced in 2015 that it would eliminate gender labels from its in-store products, many customers expressed frustration. They argued that removing labels like “girls” and “boys” would hinder their ability to find desired items in toy or bedding aisles. Target, however, has the potential to take further action. By eliminating gendered language from their online search functions, they would reinforce their commitment to combating gender bias. Customers could search for items like leggings, jeans, or shoes without the constraints of gendered terms, focusing instead on colors, sizes, or themes to find what they need without the burden of stereotypes.
Opponents of gender-neutral options often express resentment toward being told how to shop for their children. However, these objections are deeply rooted in traditional gender expectations. Anything that challenges their understanding of gender can be intimidating, forcing them to reevaluate their beliefs. This discomfort can lead individuals to cling to outdated views as they navigate a society that often reinforces heteronormative standards.
When individuals fail to question the rationale behind removing gender labels, they often fall back on binary gender myths. Such thinking perpetuates ignorance and fear regarding transgender individuals. Dismissing concerns about gender-neutral products as trivial ignores the need for safe spaces for transgender, gender nonconforming, and nonbinary children to find affirming products.
Gender-specific labels can hinder the emotional and psychological development of all children. Professor Judith Elaine Blakemore emphasizes that non-gendered toys are more likely to foster physical, cognitive, and creative growth in children. Notably, LEGO has announced its intention to eliminate gender bias from its offerings, acknowledging the significant disparities in the types of toys parents expect their children to engage with based on their gender. By encouraging all children to explore a variety of interests, LEGO is leading the way for the toy industry.
Other companies, such as Procter & Gamble, have demonstrated their support for transgender and nonbinary individuals by removing gendered symbols from their products. Google’s image recognition technology has also adapted to avoid assigning gender based on appearance. Retailers like Old Navy, Nordstrom, and Abercrombie & Fitch have begun offering gender-neutral clothing to reduce gender bias.
Ultimately, a truck, doll, skirt, or color does not define a child’s gender. Allowing children to access what brings them joy without judgment fosters trust and respect. Challenging gender stereotypes enables all identities to feel validated and recognized; removing labels enhances rather than diminishes individual identity.
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Summary
California’s new law mandates gender-neutral labeling for children’s products in large stores to reduce stigma and harmful stereotypes. Many brands are adapting to this change, recognizing the need for inclusivity. Resistance often stems from traditional views on gender, but the shift toward gender-neutral options fosters emotional growth for all children. Removing gender labels can enhance individual identity and promote a more inclusive society.