Morrisons to switch from gender to price-based toy marketing

Supermarket performs u-turn by introducing pricing categorisation for toys in store.

gender-toys-2014-460
Morrisons is switching away from a gender-based toy marketing strategy to one based on pricing.

The supermarket previously told Marketing Week it had “no plans” to change its in-store displays, which included marking toys as for boys or girls and using pink and blue colouring. It claimed customers are happy with the way it merchandises toys because it makes the range easier to navigate.

However, the supermarket says it is now planning to implement price-based navigation and end the use of pink and blue.

A recent report from pressure group Let Toys Be Toys found that Morrisons had the “most gendered” in-store signage. The campaign group claims that the supermarket initially agreed to update marketing in its stores by summer 2013. It is not clear when the new marketing strategy will be implemented in its stores.

Let Toys Be Toys wants retailers to stop marketing toys by gender by ending use the use of signage such as “Boys’ toys” and Girls’ toys” or by colour-coding areas pink and blue. The campaign has seen some success, with Morrisons joining a growing list of retailers that have agreed to end the practice, including M&S, Tesco, Next and Toys ‘R’ Us.

MPs have also backed the campaign. Speaking at a recent parliamentary debate, consumer affairs minister Jenny Willott said companies and shops that market toys specifically for boys or girls are having a negative impact on the economy, stopping women taking up careers in typically male-dominated sectors such as science and engineering and men moving into fashion or design.

“The way we play as children informs the skills we develop. Girls and boys take in the classroom assumptions they develop as part of playing. It is a really important issues and it’s fundamentally important to our economy,” she added.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here