Amazon makes toy department gender neutral

But Amazon has taken a stand against this sort of stereotyping, and stopped customers searching for toys based on gender.

In a move that will rile traditionalists, the online retail giant has deleted the ‘boy’ and ‘girl’ buttons from its online menu, which is designed to help shoppers choose which toys to buy.

Customers are still able to ‘filter’ toys based on the age of the child they are destined for, as well as the type of toy, such as ‘arts and crafts’, or ‘action figures and statues’. But there is no longer an easy way to look through all the toys aimed at girls in one fell swoop.

Traditionalists have branded Amazon’s decision ‘daft’ and claim it is an attempt to ‘nanny’ shoppers.

‘Amazon has been pushed about by the politically correct brigade,’ said Chris McGovern, chairman of the Campaign for Real Education lobby group.

‘This is another example of feminism getting a grip on how we think. In the real world, it is females who tend to have mothering instincts, so it makes sense for dolls to be recommended as a suitable toy for girls.

‘There is a biological difference. We should stop trying to blur the gap between sexes. If you want boys to be girls, and girls to be boys, this is how to do it.’

He added: ‘I’m afraid that rampant feminism has not done a lot for our society.’

The controversial move follows a spate of rows over toys which are supposedly ‘sexist’ because they encourage young girls to aspire to be mothers, to play with make-up or make-believe that they are performing domestic chores.

Fisher-Price has been accused of sexism over its ‘learning kits’ aimed at children under three. The boys’ version features a tool kit, whilst the girls’ version comprises a pink handbag, complete with pretend lipstick, a bracelet and a mirror.

Many educational psychologists claim that this sort of stereotyping limits little girls’ horizons, by ‘training’ them for a career as a wife and mother.

Meanwhile, they say that handing little boys too many ‘macho’ toys - such as guns, action heroes, and construction kits - will place males under undue pressure.

Amazon has not commented on the decision to remove the boys’ and girls’ buttons.

However, it was welcomed by equality campaigners and educationalists, who said all children should be offered toys aimed at both sexes.

Fiona Boxley-Lang, an educational psychologist, said: ‘It’s not necessary to categorise boys’ and girls’ toys. They are stereotyping too early on. It is important in the early years that a range of toys are available, so that children [of both sexes] can play with both types of things.’

She added that little boys will often play with the same toys as girls, but will do so in a different way – for example involving dolls in rowdy pram races rather than pretending to food them and rock them to sleep.

Amazon is not be the first corporation to have responded to criticism over toys that appeal to gender stereotypes.

Last year, toy maker Mattel launched ‘Entrepreneur Barbie’, who comes clad in a pink office dress and has her own profile on the networking website, Linked In.

(dailymail.co.uk)