Gap has faced criticism on social media over a new children’s advertising campaign, which features a boy wearing an Albert Einstein T-shirt labelled “the little scholar”, and a girl described as “the social butterfly.”
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Critics including the Let Toys Be Toys campaign, which is urging the toy industry to stop marketing products specifically for boys or girls, argued that the campaign reinforces gender stereotypes and also criticised the retailer for misspelling “Einstein.”
Retailers have been urged to rethink their approach to childrenswear following high-profile campaigns arguing children are being stereotyped. In 2010, supermarket group Sainsbury’s changed its labelling on children’s fancy dress costumes following complaints of sexism.