The letter was along the lines of a blog I wrote in October, in which I outlined my concern that the layout of the toyshop restricts children’s and parents’ choices and contributes to our society's inequality.
The blog was also published on the leading political website Liberal Conspiracy. As a result of the blogs, there were many comments, tweets and discussions. This topic resonated with many people - parents, feminists, journalists, scientists. There has also been interest from Icelandic journalists and feminists, who have been adding to the pressure of this campaign.
This is a summary of what I said in the letter to Hamleys:
- requested they categorise toys by interest (type of toy), not by gender
- pointed out that on the girls’ floor, the toys are focused on domestic, caring and beauty activities and the boys’ floor is geared to action and war, with little scope for creativity (arts and crafts)