Mom Calls Out Target For ‘Unnecessarily Gendered Marketing’

6/12/15
 
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from Huffington Post,
6/4/15:

A Target store categorized a particular set of toys by gender, and Twitter users aren’t too happy about it.

Abi Bechtel spotted a sign at a Target store in Green, Ohio, that identified an aisle of toys as “Building Sets” and “Girls’ Building Sets.” Seeing no need to have such distinctions, the mother of three expressed her disapproval on Twitter.

“The sign communicates that girls aren’t part of the intended market for building sets — regular building sets are for boys, and there are special, different sets for girls,” Abi Bechtel said in an email to The Huffington Post.

Other Twitter users agreed that the descriptions were blatantly sexist.

Since Monday, Bechtel’s tweet has been retweeted more than 1,800 times. The blogger said she was surprised the tweet took off since she was simply expressing her “frustration with unnecessarily gendered marketing” and the message the sign sent.

“It says, ‘We know you wouldn’t otherwise look for toys for girls over here with the building sets — this is boy territory,’” she said.

Target has been in the spotlight before for lacking sufficient female representation with their toys and selling products customers thought were offensive to women. Similar to Bechtel, these shoppers reached out to Target using social media.

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