Target Removes Boys And Girls Merchandise Displays

PASADENA (CBSLA.com) — No more blue for boys, and pink for girls. Target announced it is removing gender-based displays in several departments in its stores, including toys, bedding and entertainment. But clothing will remain separated by gender.

The retail giant said the move came in response to feedback from customers. Target posted a statement on its website: "As guests have pointed out, in some departments like toys, home or entertainment, suggesting products by gender is unnecessary."

"We heard you, and we agree. Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance," the retailer said.

Jennifer Kuhlman has a 2-year-old son. "My husband and I have been trying to raise him with no gender distinctions," Kuhlman said. "So, I love the idea of the aisles and him being exposed to whatever he sees."

Target's Facebook page has been flooded with comments that are for and against the change. "Thank you Target! Toys are for all kids!" "… unliking your page and I will never shop at your store again …"

Shopper Joni Lucarelli said the change will lead to a confusing shopping experience. "Ever since I grew up, I've always known Barbie to have its own aisle. And it's easy to shop at when it's separate."

Target said it hopes the move strikes a better balance. However, child and family psychotherapist Fran Walfish said the change will not affect the way children view gender. "I think it's a great idea, but it's kind of missing the boat because it's not about blue and pink and the environment around the child," she said. "It's more about the actual responses the child gets from his parents."

Some stores, including one in Pasadena, have already made the changes. Target said it will take months to remove all the gender-based signage.