California bans gendered retail displays

California – A bill signed into law by Governor Gavin Newson makes California the first American state to require large retailers to display childcare items in gender-neutral displays from 1 January 2024.

The law applies to stores with multiple chains that have more than 500 employees across all locations in the state, with fines of £181 ($250, €215) to £362 ($500, €430) issued to retailers who fail to adhere to the standard. The bill categorises childcare products as any item that facilitates ‘sleep, relaxation or the feeding of children or to help children with sucking or teething’. As a result, personal care items such as toothbrushes will have to be exhibited in gender-neutral spaces, while clothing can continue to be displayed in gender designated retail areas.

Although global retailers have been introducing gender-neutral displays for some time, this move marks the first time that a government has enforced them in law. By removing rigid gender stereotypes from personal items like toys, the Californian bill is adopting the tenets of Neutral Culture, which champions a more expansive understanding of identity.