Get in touch with your local MP and let them know this is an important issue for you.
Demand clearer rules on responsible retailing and ask your MP to make gender stereotyping in early years a priority. We've had great support from MP's in the past, including Chi Onwurah, Caroline Lucas and Jo Swinson.
To find the contact details for your MP, please click here.
The British Retail Consortium (BRC)
The BRC campaigns for big name British retailers and has produced its own Responsible Retailing Guidelines for childrenswear, updated in June 2020 with a new nod from Mumsnet.
"When it comes to children’s ranges our members recognise their responsibilities in providing age-appropriate clothing designs, and marketing these to parents and guardians in ways which do not sexualise or unduly gender stereotype children."
The following retailers have signed up, hold them to it:
F&F at Tesco, Next, Nutmeg at Morrisons, Boots, Mothercare, Debenhams, John Lewis, Primark, M&S, Sainsbury, Argos and TKMAXX
Advertising Standards Authority (ASA)
New rules and guidance on stereotyping in advertising were brought in by the ASA in June 2019 which focus on the depiction of gender stereotypes "likely to cause harm or serious widespread offence.”
The ASA has the power to remove ads it feels are harmful, including press ads, ads online, radio, TV or in the cinema; commercial emails, text messages, leaflets and brochures.
You can find information about making a complaint to the ASA here
The Childrenswear Association
Another organisation that promotes the childrenswear industry, the NCWA has also offered its full endorsement to the BRC Responsible Retailing guidelines.
Chairman of the NCWA, Mark Barnett, states "We wish to design, make and sell garments that will be both attractive and practical, appeal to children and parents alike and yet be age appropriate."
The NCWA have a neat contact form on their website here
Let Toys Be Toys
Let Toys Be Toys, as you may have guessed, is focused on children's toys and they have done remarkable work in the UK by convincing retailers to drop girls and boys signage for toys in store and online.
Trousers for All is a UK-wide group that campaigns to give girls the option of wearing trousers as part of their school uniform.
The campaign is managed by parents who have been (or are currently) prohibited from sending girls to school in trousers - creating awareness on the issue and support to others challenging school decisions on uniform.
Email or follow on twitter @trouserforall
We support GNC (Gender Non-Conforming) children and young people, and do not believe that rejection of gender stereotypes is a signpost for gender dysphoria and medicalisation. Transgender Trend have some great resources on this subject, intended to prevent parents worrying about normal childhood behaviour.
"We wanted to create a site which balanced the sudden slew of cheer leading media stories with some research and facts which challenge the prevailing acceptance of an ideology which is new, untested, and invariably based on personal belief systems."