This page contains a Flash digital edition of a book.
LET TOYS BE TOYS Agenda Gender


The Let Toys Be Toys campaign caused a serious stir in the toy industry last year, where it managed to convince retail giant Toys R Us to remove gender specific signage. One of the group’s core members, Tricia Lowther, talks to Billy Langsworthy about where it all began


From left to right: Alex Lewis Paul, Leanne Shaw, Megan Perryman, Tricia Lowther, Jess Day, Joanne Watts, Tessa Trabue, Rebecca Brueton


How did Let Toys Be Toys first get started? The first few of us met on a thread on Mumsnet around a year ago. It was just a chat talking about Christmas shopping for toys and how an awful lot of people couldn’t believe how gendered the toy market was. So we decided to set up a campaign and the thread can still be found on the internet. We did a lot of our initial organising on there.


What was people’s initial reaction to the campaign? We were really concerned


www.toynews-online.biz


with this and wanted to do something, but we had no idea that it was going to take off. We were surprised at the amount of support we got.


Although we do have


our sceptics and people that argue against us, I think we find it very easy to deflect those arguments because I don’t think we’re very controversial. A lot of what we’re talking about is just common sense. We’ve had surprisingly little opposition. It’s got a bit more vocal with the more success that we’ve had,


When did the Let Toys Be Toys campaign take off? There have been a few points. When we tweeted the Tesco image and that went viral, that was the first time that Let Toys Be Toys started trending on Twitter. That was exciting to see.


The image was of a


science set and it had the words ‘gender: boys’ next


but we started off garnering support and that support has got stronger and stronger. With success, a few more voices have been raised against us.


to it, and next to a cooker was the word ‘girls’ underneath. It went viral. We had a couple of celebrities tweet it and it just took off from there. We see this every day and it showed the power of social media. You can explain things and talk about things but just one image encapsulated the issue.


How does the process of implementing change in a retailer work for Let Toys Be Toys? We send letters to them. We’re very much led by supporters and what


supporters send us. We try to schedule things but if something comes up, like Kinder for example, and loads of people start sending us images, then we take that up.


How vital has it been that this campaign is happening in an age where social media is as important as it has ever been? We wouldn’t exist without social media. At the end of November, it will be the first time that most of us will be together, and the first time that most of us have actually met.


January/February 39


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188  |  Page 189  |  Page 190  |  Page 191  |  Page 192  |  Page 193  |  Page 194  |  Page 195  |  Page 196  |  Page 197  |  Page 198  |  Page 199  |  Page 200  |  Page 201  |  Page 202  |  Page 203  |  Page 204  |  Page 205  |  Page 206  |  Page 207  |  Page 208  |  Page 209  |  Page 210  |  Page 211  |  Page 212  |  Page 213  |  Page 214  |  Page 215  |  Page 216  |  Page 217  |  Page 218  |  Page 219  |  Page 220  |  Page 221  |  Page 222  |  Page 223  |  Page 224  |  Page 225  |  Page 226  |  Page 227  |  Page 228  |  Page 229  |  Page 230  |  Page 231  |  Page 232  |  Page 233  |  Page 234