Toys “R” Us Drops Gender Filters on U.K. Website

In response to criticism of gender-based marketing practices in items for children, Toys “R” Us (Wayne, N.J.) has eliminated online search filters based around gender on its U.K. website. Instead of dividing toys into “boys” and “girls” categories, the site will offer categories such as age, type of toy or brand.

Independent reports the news comes after criticism that gender-based marketing and signage reportedly promotes stereotyping and can discourage girls from playing with construction sets and trains, and keeps boys away from dolls.

There are no reports about whether the chain’s other websites or brick-and-mortar stores will also eliminate gender divisive signing and marketing.