Barbie and G.I. Joe might soon be neighbors. A new law in California will require large department stores to display products like toys and toothbrushes in gender-neutral ways.
Signed by Gov. Gavin Newsom, a Democrat, the law will go against traditional marketing for kids featuring pinks and blues.
While it will not stop traditional boys and girls sections at department stores, it will require stores to display the products in a gender-neutral way, giving a "reasonable selection" of items "regardless of whether they have been traditionally marketed for either girls or for boys," USA Today reported.
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The law is passed with the backing of LGBTQ advocates who say that children should not be forced to conform to gender stereotypes.
The law does not apply to clothing for sale, and it will apply only to to stores that employ over 500 people; small businesses are exempt.
Evan Low, a Democratic assemblyman from San Jose, wrote the bill and shared that he was "incredibly grateful" the governor signed the bill this year. California Democrats had attempted unsuccessfully to pass similar laws in 2019 and 2020.
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Low wrote the bill after hearing that the 10-year-old daughter of one of his staffers had asked her mom why certain items in the store were "off limits" because she was a girl.
"We need to stop stigmatizing what's acceptable for certain genders and just let kids be kids," Low said. "My hope is this bill encourages more businesses across California and the U.S. to avoid reinforcing harmful and outdated stereotypes."
