California Will Require Gender-Neutral Store Displays for Kids

A new law seeks to move away from traditional marketing to either girls or boys


California Gov. Gavin Newsom has signed a bill into law that will require large retailers to include gender-neutral displays for childcare products by Jan. 1, 2024.

The new law applies to retailers that sell toys and other childcare products like toothbrushes and have 500 or more employees across all locations in the state. (The bill defines childcare items as any product that “[facilitates] sleep, relaxation or the feeding of children or to help children with sucking or teething.”)

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