Californian authorities from now on will require large stores that sell toys and other kids’ products to have special gender-neutral zones with products for both boys and girls.
The passed law aims to target the pressuring of children into choosing a gender-role by the marketing technique of dividing the shop into pink and blue colour.
"We need to stop stigmatizing what's acceptable for certain genders and just let kids be kids. My hope is this bill encourages more businesses across California and the US to avoid reinforcing harmful and outdated stereotypes," assemblyman Evan Low who authored the new law said in a statement.
While the gender-neutral section will contain products “regardless of whether they have been traditionally marketed for either girls or for boys,” according o Democratic Gov. Gavin Newsom who signed the law.
However not any type of item could be displayed in the gender-neutral section as the law reads that only products for hygiene and childcare should be displayed there.
The law only covers large stores that have over 500 employees so small businesses will not be affected.
The toys and items that are usually displayed in the boys section include soldier figures, monsters, superheroes while the pink girls section most often has dolls, barbies, and princesses from Disney movies.
The retail sector is currently suffering from supply-chain problems as companies advise customers to shop before the holiday season while items are still on shelves.