09.06.136:16 PM ET

Toys 'R' Us Aims for Gender Neutrality

In the U.K., at least.

No more pink and blue aisles? Toys 'R' Us in the U.K. has pledged to stop gender-based marketing. After partnering with parents’ group Let Toys Be Toys, the toy retail giant will end blatant advertising of toys according to gender and will create more ads with girls and boys playing with the same toys. No word yet on if this practice will spread to the United States, but according to MSN, “a spokesperson for the company said it does not have gender-based sections in any of its U.S. stores. Instead, its stores are organized by product type.”