Toys R Us is looking to work closely with the Let Toys Be Toys consumer campaign group, agreeing to become more inclusive in its marketing of toys to girls and boys.
The news follows a meeting last week between TRU's UK board members and Let Toys Be Toys, with the group believing it marks a major change in the UK toy sales landscape.
TRU will draw up a set of principles for in-store signage meaning that, in the long-term, explicit references to gender will be removed and images will show boys and girls enjoying the same toys. TRU also promised to start by looking at the way toys are represented in its upcoming Christmas catalogue.
MD Roger McLaughlan said: "We very much enjoyed meeting Let Toys Be Toys. We will work with the Let Toys be Toys team to ensure we develop the best plan for our customers."
Sister site Toy News has more details.