When children see a book or toy labelled “for girls” or “boys” it teaches them there are boundaries they can’t go beyond. But why can’t a girl like pirates or a boy love ballet?

Girls need to know they can be astronauts and train drivers as well as fairies and princesses, and that it doesn’t matter whether they want to do it in pink sparkles or blue checks. 

Boys, too, can be liberated by letting go of the gender rules. Our sons can learn to care for a doll or express emotion without fear of mockery.

Publishers, shops, toy manufacturers and clothes designers push pink and blue because they think it’s what sells. It’s our job to prove them wrong by speaking out together – and laughing together when the pink-ification goes to extremes.

Send us an email to [email protected] with your examples to help us build the case for change. WE will post them here.