Give basic choice. Let shoppers decide based on what their children actually like. Design for children instead of ideas about what girls and boys should like and aspire to. Make that choice as wide as possible. Gender stereotypes are harmful and have no place in products aimed at children.

Searching two categories, girl or boy is time consuming. Help customers find what they want by listing styles, colours, themes or sizes instead. If you're splitting children's clothing into girls or boys, ask yourself why am I halving my potential market? 

Never gender code. If you're offering only blue or pink, that's not really a choice at all. Young children can spot gender marketing a mile off, and certain colours, motifs and themes are coded with harmful gender stereotypes. Help break that conditioning.

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