California mandates gender-neutral toy aisles for large retailers

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California Gov. Gavin Newsom signed it into law Saturday requiring large retailers to provide a gender-neutral toy section. Los Angeles Times.

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why it matters: California is the first state to adopt such a law. LGBTQ advocates have pointed out that marketing methods that use pink and blue “pressure children to conform to gender stereotypes,” AP Notes.

  • The Consumer Federation of California supported the law, saying: “Putting similar items that are traditionally marketed to girls or boys makes it more difficult for the consumer to compare products and unfairly This means that their use by one gender is inappropriate.” Sacramento Bee Report.

description: The bill, which will take effect in 2024, overcame opposition from Republican and conservative groups, who Said it was an overreach of the government.

  • Law states that the retail storeToys and baby care products (except clothing) with 500 or more workers must sell in a gender-neutral segment labeled “at the retailer’s discretion … whether they are traditionally intended for girls” or marketed to boys.”
  • Retailers may continue to offer other toys and baby care items that have traditionally been marketed specifically to girls or boys.
  • Companies that fail to comply with the new law could face civil penalties of $250 for the first violation and $500 for any subsequent violations.

What are they saying: “We need to stop stigmatizing what is acceptable to certain genders and let children be children,” said Democratic Assemblyman Evan Low, who introduced the law.

  • “My hope is that this bill encourages more businesses in California and the US to avoid damaging and reinforcing old stereotypes,” Low said.

of note: Retailers have been moving away from gender stereotypes in recent years — especially Target, which announced in 2015 It will stop using certain gender-based signs in its stores.

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