Target hits the bull's-eye by announcing an end to gender-based signs in sections of its stores.
Some boys like pink. Some girls don't.
Sweeping changes are coming to an American retail giant.
And they really hit the bull's-eye ... if you'll pardon my pun.
It's not so much about what you will see browsing the aisles of your local Target but rather what you won't.
Photo by Justin Sullivan/Getty Images.
In several sections of its stores, Target is removing signs that suggests products are for people of a particular gender.
In a blog post published Aug. 7, 2015, Target explained why it's phasing out men/women and boy/girl references in certain shopping areas.
In some sections, "suggesting products by gender is unnecessary," Target explained, and it's not what today's customers are looking for in a shopping experience.
"How we all shopped five years ago or 10 years ago looks different to how we shop today," Molly Snyder, a spokesperson for Target, told Upworthy.
Photo by Joe Raedle/Getty Images.
However, "in some cases, like apparel, where there are fit and sizing differences, [referencing gender] makes sense," the company said.
But in sections like entertainment, kids' bedding, and toys, customers will stop seeing gender-specific labels or pinks, blues, yellows, or greens used to imply a product is only for one gender.
"Why would we tell a kid they can't like cars or pirates or fairies or pink? Go for it, kid."
Target — which hasn't had the best track record when it comes to gender stereotyping (Remember these sexist superhero baby pajamas? Or when an Ohio store thought it needed to point out the difference between "building sets" and "girls' building sets"?) — said guest feedback prompted the change: "We heard you, and we agree."
The changes are rolling out nationwide now, Snyder said, so guests can expect to see differences in certain sections throughout the next several months.
It's a bold move that will probably bode well for Target.
Parents are increasingly on the lookout for a more respectful approach to shopping for their children, according to industry expert Melissa Atkins Wardy.
Wardy, who created the apparel line Pigtail Pals & Ballcap Buddies in part to fight back against stereotypes often associated with children's clothing, applauded the retailer for being more gender-inclusive.
"There is no 'boy side' or 'girl side' to childhood," she told Upworthy, noting gender stereotypes can hinder a child's development by limiting their experiences. "Why would we tell a kid they can't like cars or pirates or fairies or pink? Go for it, kid."
Photo by Joe Corrigan/Getty Images for Disney.
Having talked to thousands of parents throughout the years on the topic of children's retail, she expects customers will be "thrilled" about the change.
Unfortunately, gender stereotyping is still the norm when it comes to toys.
Although Wardy acknowledged a shift in the way Americans view gender in regards to parenting, that shift hasn't necessarily been reflected in the toy industry's tactics, according to Elizabeth Sweet.
Sweet, who wrote for the The Atlantic in 2014 about her experiences researching toy advertising, explained how America has in many ways regressed when it comes to gender-stereotyped toys for children.
Photo by Chris Jackson/Getty Images.
"The princess role that's ubiquitous in girls' toys today was exceedingly rare prior to the 1990s," Sweet wrote. "And the marketing of toys is more gendered now than even 50 years ago, when gender discrimination and sexism were the norm."
That's why the move by Target — America's fourth-largest retailer with millions of customers throughout the country — is a pretty big deal.
We have a long way to go, but Target's big announcement is a sign we're headed in the right direction.
"When the idea that 'kids are awesome little people' is mainstream and they are free to be as they please," Hardy said, "it will be a happy day."



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An Irish woman went to the doctor for a routine eye exam. She left with bright neon green eyes.
It's not easy seeing green.
Did she get superpowers?
Going to the eye doctor can be a hassle and a pain. It's not just the routine issues and inconveniences that come along when making a doctor appointment, but sometimes the various devices being used to check your eyes' health feel invasive and uncomfortable. But at least at the end of the appointment, most of us don't look like we're turning into The Incredible Hulk. That wasn't the case for one Irish woman.
Photographer Margerita B. Wargola was just going in for a routine eye exam at the hospital but ended up leaving with her eyes a shocking, bright neon green.
At the doctor's office, the nurse practitioner was prepping Wargola for a test with a machine that Wargola had experienced before. Before the test started, Wargola presumed the nurse had dropped some saline into her eyes, as they were feeling dry. After she blinked, everything went yellow.
Wargola and the nurse initially panicked. Neither knew what was going on as Wargola suddenly had yellow vision and radioactive-looking green eyes. After the initial shock, both realized the issue: the nurse forgot to ask Wargola to remove her contact lenses before putting contrast drops in her eyes for the exam. Wargola and the nurse quickly removed the lenses from her eyes and washed them thoroughly with saline. Fortunately, Wargola's eyes were unharmed. Unfortunately, her contacts were permanently stained and she didn't bring a spare pair.
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Since she has poor vision, Wargola was forced to drive herself home after the eye exam wearing the neon-green contact lenses that make her look like a member of the Green Lantern Corps. She couldn't help but laugh at her predicament and recorded a video explaining it all on social media. Since then, her video has sparked a couple Reddit threads and collected a bunch of comments on Instagram:
“But the REAL question is: do you now have X-Ray vision?”
“You can just say you're a superhero.”
“I would make a few stops on the way home just to freak some people out!”
“I would have lived it up! Grab a coffee, do grocery shopping, walk around a shopping center.”
“This one would pair well with that girl who ate something with turmeric with her invisalign on and walked around Paris smiling at people with seemingly BRIGHT YELLOW TEETH.”
“I would save those for fancy special occasions! WOW!”
“Every time I'd stop I'd turn slowly and stare at the person in the car next to me.”
“Keep them. Tell people what to do. They’ll do your bidding.”
In a follow-up Instagram video, Wargola showed her followers that she was safe at home with normal eyes, showing that the damaged contact lenses were so stained that they turned the saline solution in her contacts case into a bright Gatorade yellow. She wasn't mad at the nurse and, in fact, plans on keeping the lenses to wear on St. Patrick's Day or some other special occasion.
While no harm was done and a good laugh was had, it's still best for doctors, nurses, and patients alike to double-check and ask or tell if contact lenses are being worn before each eye test. If not, there might be more than ultra-green eyes to worry about.