This document summarizes a grassroots campaign organized on Mumsnet in 2012 to encourage retailers to stop categorizing toys by gender. The campaign was successful, with 14 retailers changing their policies and 10 publishers committing to avoid labeling books for boys and girls. It highlights how quickly the campaign grew from an initial discussion on Mumsnet to gaining media attention. Interviews with organizers note their surprise at the rapid growth and interest in the campaign.

1. The analogue divide

2. I staffed campaign stalls...
Philippa Williams CC

3. I collected petition signatures...
Image: League of Women Voters

4. I even attended demos...
David Martyn Hunt – CC
Never liked demos much...

5. Then I had kids...

6. 
Grassroots campaign: Mumsnet Nov/ Dec 2012

14 retailers have now changed or promised to
drop 'boys' and 'girls' signage from toy aisles

10 publishers have committed to ‘Let Books be
Books’ and drop 'girls' and 'boys' from titles.

‘Toymark Good Practice Award’

Schools resources Sept 2014 to tackle gender
stereotyping in primary schools

7. Mumsnet

14 November “AIBU to feel f***ed off that shops
feel the need to define toys by gender?”

19 November “Would anyone like to join an
effort to stop retailers categorising toys by
gender?”

2 December Organising thread part 2 - survey.

10. “What I think was amazing was how quickly we were able to
start, and combine the different talents and strengths of a
bunch of different women who didn't know each other at
all.”
Himalaya
“The bit I remember well was when it all took off really quickly
and we were scrambling round like mad because the media
suddenly got very interested and they asked us to go on
BBC Breakfast the next morning. And we had nothing set
up really.”
Liz

11. Let Toys Be Toys

13. Response to proposal for childcare for activists

14. But who else is left out by the 'gold standard' of
face to face campaigning?
Who can technology allow you to INCLUDE?
How can we make better use of virtual
volunteers?