American retailer Target is planning to phase out gender labels from some departments including toys, home and entertainment.
The move comes in response to consumer complaints regarding certain signs that offer product suggestions based on gender.
The retailer uses signs to help its customers navigate in its stores and to get through the store efficiently. However, customers have raised concerns that suggesting products by gender is unnecessary in some departments.
Target said: "Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance."
The company will remove boy and girl signage from the kids' bedding area and the toy department will have no reference to gender, including the use of pink, blue, yellow or green paper on the back walls of the store shelves.
Target stores' aisles will undergo revamp over the next few months.
