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Take the neverending stream of toys pushing domesticity: there's nothing wrong in theory with something like a play kitchen – my daughter has one, and we love to cook as a family – but commercials make clear they're selling gender roles as much as they are toys.
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Michael O'Mara, whose company owns children's publisher Buster Books, defended selling gender-specific titles such as The Beautiful Girls Colouringg Book and The Brilliant Boys' Colouring Book, saying they were easier to sell than unisex editions.
Mr O'Mara's comments come after the group of parents behind a high-profile campaign to stop the toy industry selling gender-specific toys launched a new campaign asking publishers to take the 'boys' and 'girls' label off books and "allow children to choose freely what kinds of stories and activity books interest them".
…Lots of women (and men and trans-genders too) sell sex because it is the best gig they can get".
Another store has been selling offensive, gender-specific (and not-that-funny) children's clothing.
"We're happy to sell age, gender, geography or, more interesting, tailor the ads to data sets and behaviors," says Naylor.
Both groups ask Gymboree to remove the items and stop selling clothing that promotes "retro gender roles" once and for all.
The department store Harrods has been selling a cup and a plate with the gender-neutral message "The first baby of the Duke and Duchess of Cambridge 2013".
Similarly, we found that a majority of respondents strongly or somewhat agreed (69% and 62%, respectively) with banning genetic tests sold DTC for prenatal gender tests and for genome scans.
Not knowing the name or gender of the royal baby has not prevented retailers from already selling royalty-inspired teacups, baby clothes and sweets.
However, selling the intervention to the target group might also be a problem of gender incongruence.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com