Although much has changed, traditional gender roles are portrayed and reinforced far too often in our society, which can lead to children building assumptions from an early age about expected gender roles. Boys are often seen to be rugged and adventurous, and girls more passive; men are seen in highly skilled roles, while women are seen doing domestic tasks.

In order for girls and boys to have high aspirations, and believe that they can achieve their desires, we endeavour to avoid, and on occasions challenge, these stereotypes.

We support the Let Toys be Toys campaign, which is dedicated to putting an end to the gendered marketing of toys and books and strives to encourage children to pursue their interests, free of the gender limitations imposed on them.

We are proud to have received a Let Toys be Toys Toymark for good practice on our website.

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Let Toys be Toys

Let Toys be Toys