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  • Do children really need a colour code?
  • Do children really need a colour code?
    Tootsa MacGinty (2015) ©
CASE STUDY

Tootsa MacGinty: unisex clothing for tomorrow's generation

Tapping into the gender-neutral movement, Tootsa MacGinty is an award-winning, unisex clothing brand for kids. Pioneering a shift in parenting styles, it's one in a number of brands clothing tomorrow's generation. But could it also be a nod towards the future of kids’ retail?

Location Northern Europe / North America

Scope
Dolls in the pink aisle, trucks in the blue. Delicate pink dresses for girls, robust rompers for boys. Gender segregation in toy and clothing departments is so standard, it's almost unnoticeable. But people – and more specifically, parents – are noticing, and they’re increasingly dissatisfied with the options available. After a photo of an in-store sign directing customers to ‘Building Sets’ and ‘Girls’ Building Sets’ was retweeted 2,000 times, even US retail giant Target has announced a shift to gender-neutral displays.

But ‘gender neutral’ is more than just a media-friendly buzzword – it's a mindset ...

Canvas8

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