Debenhams drops “girls” and “boys” signs after pressure from Let Toys Be Toys.

High street chain Debenhams has announced it will be removing all “girls” and “boys” signage from their toy departments.

The statement comes after a sustained campaign from Let Toys Be Toys, the parent-led action group that aims to stop gender stereotyping in children’s toys.

Debenhams told the campaign on Twitter: “We would like to assure you that changes have been made to the way we categorise toys in our stores.

“These changes will take place across all stores in the next few weeks.”

They clarified this meant the removal of all “girls” and “boys” headers of all stores in the UK and Ireland, as well as changes to their website.

Kerry Brennan, Let Toys Be Toys campaigner, said: “This is a particularly important victory for me.

“It was heartbreaking shopping in Debenhams with my small daughter who chose toys from the ‘boys’ section without realising.

“One of the reasons I helped set up Let Toys Be Toys was to make these changes before she learnt to read, and found out that some adults thought her favourite spaceship and fire engine toys weren’t for her.”

The campaign and its supporters had been protesting about Debenhams “girls” and “boys” labels since last Christmas.

Their objections had been communicated in writing, in person and also by harnessing the power of social media, where much of the Let Toys Be Toys campaigning takes place.

This victory comes hot on the heels of several other successes by Let Toys Be Toys, including a commitment from Toys R Us to market their toys in a gender-inclusive way, changes to toy packaging from Marks and Spencer, and a complete removal of all gendered toy signs in TK Maxx and Boots.

To find out about the group’s next targets, and how you can help, go to their website or follow them on twitter @lettoysbetoys.