the spotlight this week is Amazonís decision to remove their gendered search option.
Customers now have to use age range, categories and top brands to find
to achieve gender neutral toy selection isnít new news, but for the largest
online store and marketplace to (quietly) rejig their website is news.
some time in the toy industry there has been a movement to avoid labelling toys
suitable for boys or girls. The theory is that this may help encourage boys to
be more nurturing and caring and girls to get into the world of science and
Activity Chest we feel our educational toys and games should be played with by both
sexes regardless of category. The shop is laid out by age (baby, toddler) and
category such as Creative, Games, Science and Outdoor.
displaying toys by gender whether in store or online, only reflects the way many
people buy toys. In the shop we
ask our customers how we can help and the two pieces of information they offer
first are age and sex of the child. More questions from us refine the items we
offer the customer to make a choice.
So, is the customer right to search based on gender and is this gender
stereotyping? Or is it just a helpful tool to find the right toy for the right child?