Gender-neutral toys on the rise

Better awareness toward inclusiveness is a crucial factor in the emergence of this trend.

For many years, the blue and pink have been traditionally identified as hues for boys and girls, respectively. Stores have also created separate aisles for these genders when it comes to purchasing toys, associating toy cars and action figures for boys, and dolls for the latter.

However, this long-time practice is now being challenged. Toy makers such as Hasbro and Mattel have already stopped marketing some of their lines specifically to any gender. A number of retailers, including Target, Toys 'R' Us and K-Mart, are also responding to this change by phasing out their color-coded toy section with simple "kids toy" aisles.

This trend is being driven by a shift in the ideas of acceptance, inclusiveness and metrosexuality. Lego was one of the initial companies who demonstrated the importance of the standard blue and pink toy aisles. The boys' section was filled with construction toys while the girls' area was targeted with toys characterized by pink and purple blocks. However, in August 2015, a shift started when Target stores in the US announced that they were creating gender-neutral toy aisles, following the early footsteps of Toys 'R' Us and Amazon. The Disney Store eventually followed suit with products simply being labeled as 'for kids'.

A Netflix series called 'The Toys That Made Us' featured interviews with toy designers and marketers, and found out that while companies do have divisions per gender, they are more than welcome to challenge gender stereotypes if it can create new markets and still bring in large profits.

Another factor that is affecting this trend is the introduction of new markets around collectors, nostalgia and replica models. This shifts the focus from what is commonly expected in a gender toward collectability, role play and display potential. Computer games and digital toys such as VR- and AR-enabled gadgets are also contributing to blurring the lines for what should be appropriate for boys and girls.

Despite this shift, it can be expected not just by volume buyers that eradicating gender stereotypes will still be a long way to go. Many online retailers still divide the toys between gender lines, as research suggests majority of shoppers still search for products by gender. Nonetheless, it can be seen that the new trend will slowly but surely be adopted by more companies and consumers, as society becomes more accepting of what a child really prefers when it comes to playtime.