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August 10, 2015

Target to eliminate gender-based signs in toy aisle

No more blue aisle for boys and pink aisle for girls at big-box chain

Target announced Friday that it is moving away from gender-based signs in the entertainment, toys and home sections of its stores.

"We never want guests or their families to feel frustrated or limited by the way things are presented,” Target said on its website. “Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender.”

It said that it would continue to have gender-based signs in the clothing aisle, but "in some departments like Toys, Home or Entertainment, suggesting products by gender is unnecessary."

Target will stop using pink, blue, yellow and green paper in the toy section of the store as a way to reference gender and it will remove signs in the kids' bedding area that imply certain sheets or blankets are limited to just boys or girls.

As NBC 10 reported, Target drew anger after a Tweet, that went viral, showed a store with signs that said "building sets" and "girls' building sets."

Responses to Target’s decision on Twitter have mostly been positive.

However, some people complained that the decision was political correctness run amok.

But what about Abi Bechtel, the woman whose tweet went viral and helped to prompt the change in the first place? She said there’s much more important news to talk about.