Judith Bunting is calling on the retail sector to do the right thing – by marketing toys for all children, rather than for boys and girls separately.
Many girls still believe that some science subjects are not for them – almost half of all state-schools had no girls taking A-level physics in recent years. Campaigners have suggested that this is in part because the future aspirations of girls and boys are set at a very early age.
Judith Bunting said:
“Parents know that boys and girls love all kinds of toys. With children developing very clear ideas at a young age about what jobs boys and girls can do, we can all help to send a clear signal that nothing is off limits. It is great that fewer retailers are defining toys as ‘for boys’ or ‘for girls’, which shows they are responding to their customers’ demands for more choice.
“But there is still more to do. I hope this Christmas companies will be conscious of how they are marketing their products and make sure they aren’t accidentally limiting customers’ and children’s choices.”
Liberal Democrat Equalities Minister, Jo Swinson, is the power behind the Your Life campaign – which is encourages young people, especially girls, to consider science, technology, engineering and maths careers – and pledge to take action to increase the numbers of women working in the sector.