California retailers who refuse to create a gender-neutral children’s section will be fined up to $500 under Gavin Newsom’s new bill.
The ultra-woke governor signed a law in 2021 that would require some retail stores in the Golden State to create a gender-neutral children’s section.
Retailers would have to do this “regardless of whether they have traditionally been marketed to either girls or boys,” the bill says.
The law, Assembly Bill No. 10584, will go into effect on January 1, 2024, and if retail department stores decide not to comply, they will be subject to a civil penalty of $250 or $500.
Department stores subject to the new laws must have a total of 500 or more employees, be physically located in California, and sell “child care items or toys.”
Gov. Gavin Newsom’s bill would require some retail stores in the Golden State to have a gender-neutral children’s section starting Jan. 1, 2024
Target came under pressure in June 2023 after they unveiled their annual Pride collection, which included gender-inclusive options like this “Tuck-Friendly” swimsuit
Target CEO Brian Cornell told CNBC the Pride controversy was the first time his employees had told him “it wasn’t safe to come to work.” After the threats, he decided to take all related items off the shelves
According to the bill, “child care items” refer to any product intended to facilitate sleep, assist children in feeding, relax, or “assist children in suckling or teething.”
The age range of the “children” referred to in the legislation is 12 years and under.
“Toy” was defined as a product designed or intended by the manufacturer for use by children.
California Democratic Congressman Evan Low supported the bill to the Associated Press
“We need to stop stigmatizing what is acceptable for certain genders and just let kids be kids,” he said.
“I hope this bill encourages more companies in California and the United States to avoid reinforcing harmful and outdated stereotypes,” Low said.
The congressman added that he was “incredibly grateful” to have received Governor Newsom’s signature and support for the bill.
This legislation comes after popular American retailer Target faced criticism over its spring 2023 sale of Pride-season items.
CEO Brian Cornell decided to pull all related items from the shelves after critics threatened to burn down stores and attack employees.
Target faced intense backlash over outfits including “tuck-friendly” swimsuits for adults and pro-trans T-shirts for children, as well as a falling stock price that dropped the company’s value by $10 billion in just over a week -Dollar decreased.
Cornell told CBNC that he ordered employees to remove the displays just days before Pride month began in June because the backlash was becoming dangerous.
Target announced it would end its policy of separating products such as children’s toys by gender, introduced in April 2016, with a gender-neutral line for children
“I’ve seen natural disasters, the impact of COVID, the violence that took place after the murder of George Floyd,” he said.
“But I can tell you what I saw in May is the first time since I’ve been in this job that store team members said, ‘It’s not safe to come to work.'”
The retailer has publicly supported Pride every June since 2013, and in 2014 Target endorsed marriage equality.
In 2015, the store announced that it would end the policy of dividing products such as children’s toys by gender, and in 2016 introduced a gender-neutral product line for children.
Then, amid a national debate over bathroom access, Target announced that transgender people would be free to use the bathroom of their choice.
Three months later, the company responded to the protests by spending $20 million to install private bathrooms in each of its stores.
“I think these are just good business decisions, and it’s the right thing for society and the great thing for our brand,” Cornell said in May.
The retailer has publicly supported Pride every June since 2013, and in 2014 Target endorsed marriage equality
When the California bill was first introduced in 2021, Lego issued a statement saying the company was working to make its toys more inclusive for girls
“The things we’ve done from a DE&I (diversity, equity and inclusion) perspective are adding value.”
“It helps us increase revenue, it builds stronger engagement with both our teams and our guests, and these are exactly the right things for our business today.”
When the California bill was first introduced in 2021, Lego issued a statement saying the company was working to make its toys more inclusive for girls.
“The company is committed to making play with Lego more inclusive and ensuring that children’s creative ambitions – both now and in the future – are not limited by gender stereotypes,” Lego said in a statement.