Target accused of selling sexist toy kits

The offending toy kits.
The offending toy kits. Photo: Twitter/Jen Clark/LefaSN

Australian retailer Target has come under fire with claims they have used gender-sterotypes to market toys.

The claims came after a customer posted a picture of two children's toy kits side by side. The picture shows a pink beauty case and a blue medical kit was posted to Twitter by Jen Clark Design with the caption, "Make sure those girls know their place in the world asap heh @Targetaus? What an absolute crock!"

People affronted by the obvious gender marketing say that by making the Young Ones My First Carry Along Medical Centre blue, it's being marketed to boys and that the pink Beauty Studio is being marketed to girls.

It's a sentiment shared by author and presenter Tracey Spicer who noted her disapproval by posting, "WTF...? Come on @Targetaus you can do better than stocking this sexist crap."

Some responders reacted to the post saying that the colours mean nothing, denying that there are subliminal messages conveyed by the colours of the kits and their corresponding uses.

In an era where little girls are relentlessly bombarded with pink marketing, colour is frequently adopted as a gender signifier for very young children. The idea that colour and function are irrelevant to gender stereotyping was fiercely refuted by some commenters.

Target addressed the controversy by responding to individual tweets. The response to the original poster was, "Hi there, thank you for taking the time to share your feedback. We can assure you it has been passed along for review."