Digital toys are toys that incorporate some form of interactive digital technology. Examples of digital toys include and . Among the earliest digital toys are and the , both released in 1976. The concept of using technology in a way that bridges the digital with the physical world, providing unique interactive experiences for the user has also been referred to as “Phygital.”
Tesco, Sainsbury's, The Entertainer and TK Maxx have all agreed to remove 'girls' and 'boys' signs from the aisles following pressure from Let Toys Be Toys.
Megan Perryman, Let Toys Be Toys campaigner, said: "Even in 2013, boys and girls are still growing up being told that certain toys are for them, while others are not. This is not only confusing but extremely limiting as it strongly shapes their ideas about who they are."
The toy store has bowed to pressure from campaign group Let Toys Be Toys to stop promoting toys as gender specific over concerns about the impact this has on children when they are growing up and developing their personalities.