Starting January 1, 2024, significant toy retailers in California must establish “gender-neutral” sections in their stores, as mandated by a bill signed by Governor Gavin Newsom. Assembly Bill No. 1084, enacted in 2021, focuses on businesses with over 500 employees selling toys and childcare products for children under the age of 12.
This innovative law requires these retailers to showcase toys in a non-gender-specific manner, moving away from conventional marketing tactics that often categorize toys specifically for either boys or girls. Retailers not adhering to this directive face a monetary penalty, with fines of up to $250 for an initial violation and increasing to $500 for further infractions.
The bill was introduced by then-California Assemblyman Evan Low, who now serves in the U.S. Congress. Low expressed his satisfaction with the bill’s passage, highlighting the importance of breaking down gender barriers in children’s toys. He stated, “Removing gender stereotypes from children’s toys and games is critical. I’m thankful for Governor Newsom’s backing on this issue.”
This law has sparked diverse reactions on social platforms, with some pointing out the contrast between the state’s focus on toy aisle gender neutrality and other critical issues like escalating crime rates.
This move is in line with initiatives by prominent toy manufacturers such as Lego, which has declared its intention to create more gender-inclusive products. This legislative action in California is set to challenge existing retail norms around children’s toys and could potentially influence future industry trends.
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