Target Going Gender-Neutral, Internet Explodes

"We hear you" the company says.

Kelly Martin/Wikimedia Commons

Kelly Martin/Wikimedia Commons

Target has announced a new plan to phase out gender-based signage from its stores — including the removal of pink and blue to denote different toys meant for boys or girls.

“We never want guests or their families to feel frustrated or limited by the way things are presented,” the company wrote in a blog post announcing the changes. “Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender. In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not.

“Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance. For example, in the kids’ Bedding area, signs will no longer feature suggestions for boys or girls, just kids. In the Toys aisles, we’ll also remove reference to gender, including the use of pink, blue, yellow or green paper on the back walls of our shelves.”

Changes will happen over the next few months.

Reactions on social media were a mixture of joy and confusion: