Not Only Pink and Blue is a newly launched online marketplace opening up a world of colour and choice in children’s clothes, books and toys.
New research conducted on behalf of British brand Not Only Pink and Blue reveals that half of Brits believe reducing kids’ choices of toys, books and clothes to those designed for their gender can limit their aspirations.
The research also highlights that 62% of UK adults actively encourage kids to play with a wide range of toys; not just those designated for their gender. Almost half (46%) feel it’s important that kids don’t feel limited by gender stereotypes too.
In fact, 50% of Brits simply ignore gender categorisation in shops and online. Plus, 38% agree that their kids often favour items that are designed for the opposite gender.
Interestingly, 53% would like their daughter to feel comfortable playing with ‘boys’ toys’. This is versus just 44% of Brits who would like their son to feel comfortable playing with ‘girls’ toys’.
Not only Pink and Blue brings together a wide range of colourful clothes, books featuring diverse role models, and toys from independent small business partners.
Clare Willetts, CEO and founder of Not Only Pink and Blue, previously worked in marketing and advertising for 20 years leading agency teams at TBWA and M&C Saatchi. She then went on to head up customer and brand experience at Virgin Group.
Willetts is now working with leaders from multiple fields to map and promote the benefits of a world that does not stereotype children. “I’m a firm believer that children should be free to be children,” she comments. “To decide what they want to be without any of the stereotypes that can limit their aspirations and wellbeing.
“We’ve launched ‘not only pink and blue’ because we think all colours are for all children; all toys are for all children, and all children should see themselves in the books they read. After all, there are 11 colours and over 10 million shades to choose from.
“To bring together all these unique and hard-to-find clothes, toys and books – that are colourful, fun and practical for all kids – we’ve met with every single small business partner, believe in their products, and are delighted that they’re supporting us in our mission.”
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