California law mandating gender-neutral toy aisles now in effect

A California law requiring stores in the Golden State to have an aisle promoting gender-neutral toys and other items for children is now in effect.

The law, which started on Monday, requires retailers in California with at least 500 employees selling child care items and toys to have a gender-neutral aisle or section in their stores. This law originated from a bill published on Oct. 11, 2021, and would fine retailers up to $500 for failing to comply with it.

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“Keeping similar items that are traditionally marketed either for girls or for boys separated makes it more difficult for the consumer to compare the products and incorrectly implies that their use by one gender is inappropriate,” the bill reads.

The bill defines a “child care item” as a product designed or intended to facilitate sleep, relaxation, feeding, or assisting children with sucking or teething. Meanwhile, “children” is defined by the bill as anyone 12 years old and younger.

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If a store fails to comply with this law, it could potentially be fined a civil penalty of up to $250. Additional violations of the law could result in the store being fined $500.

The bill details that such violations can be assessed and recovered in a civil action by the attorney general, a district attorney, or a city attorney. The court will award the attorney general, district attorney, or city attorney with “reasonable attorney’s fees and costs” should they prevail in combating the fine.