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Title: Pinkstinks  
Author: World Heritage Encyclopedia
Language: English
Subject: Sex segregation, Parenting
Publisher: World Heritage Encyclopedia


Motto There's more than one way to be a girl...
Formation 2008
Type campaign
Headquarters London
Emma Moore and Abi Moore

Pinkstinks is a campaign founded in London in May 2008[1] by twin sisters Emma Moore and Abi Moore[2][3][4] (born 1971, London)[5] to raise awareness of what they claim is damage caused by gender stereotyping of children.[6][7] Pinkstinks claims that the marketing of gender-specific products to young children encourages girls to limit their ambitions later in life.[1][8][9]


Pinkstinks has created a listing of "Pinkstinks Approved" companies providing non-gender-specific play and learning products for children.[10]

In 2009 the campaign was reported as urging parents to boycott shops selling pink toys and gifts.[9] In 2010 Pinkstinks criticised Marks and Spencer for labelling underwear aimed at six-year-old girls as "bra tops".[11]

John Lewis, Marks and Spencer and Sainsbury's have responded quickly to criticism by Pinkstinks, removing a "girls" label from a pink Playmobil set and a "boys" label from a science kit[6] and adding non-gender-specific labels to children's nurse and doctor outfits.[12]

Awards and recognition

The campaign's founders, Abi and Emma Moore, won an award in the Women Creating Change category at the 2009 Sheila McKechnie Foundation awards.[13] In 2012 Pinkstinks won the Mumsnet Award for Promoting Body Confidence in Children.[14]

In 2009 [17]

The campaign has also been backed by Ed Mayo, author and former UK government adviser on consumer issues, who said: "I feel this colour apartheid is one of the things that sets children on two separate railway tracks. One leads to higher pay, and higher status and one doesn't."[7] According to Mayo, before World War II pink was more usually associated with boys, while blue – traditionally the colour of the Virgin Mary – was linked with girls.[7] He said: "When you walk into a toy store, as the campaign Pinkstinks has argued, it is as if feminism had never happened."[18]


In 2010 The Independent reported that the Ministry of Defence had objected to the inclusion of Kirsty Moore, the first woman Red Arrows pilot,[19] as a role model on the Pinkstinks website and had refused to supply a photograph of her.[20]

In a Daily Mail opinion piece, novelist Amanda Craig confessed to hating pink, but argued that "you can't 'liberate' young girls by banning it. Besides, if you banned pink, there would be a toddlers' revolution. It speaks to their deepest instincts of what is feminine".[21]

International impact

Pinkstinks has attracted attention in other countries[22] and has inspired the setting up of a similar campaign in Germany, based in Hamburg.[23][24]

See also


  1. ^ a b
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  6. ^ a b
  7. ^ a b c
  8. ^ a b
  9. ^ a b
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External links

  • Official UK website
  • Pinkstinks Germany
  • Let Toys Be Toys
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