The ongoing discourse surrounding gender roles and their impact on kids has now made its way to the aisles of US mass-market retail giant Target.

The retailer has announced that it will remove gender-based signs from its stores, citing a shift in shopping preferences and needs among its customers.

“We never want guests or their families to feel frustrated or limited by the way things are presented,” the company’s statement said.

As such, certain departments like toys, home and entertainment will see suggestive gender labels being phased out in stores.

For example, toy aisles will not have references to gender or symbols indicating gender, which includes the use of pink, blue, yellow or green paper on the back walls of shelves.

The changes, which are expected to roll out over the next few months, fall in line with measures taken by a number of retailers and marketers to lessen cultural and gender influences on young kids – especially as gender bias has been found to be common denominator for women in the fields of science, engineering and technology.

In 2013, Toys ‘R’ Us UK agreed to end its labeling of “girls” and “boys” toys across its stores in response to the campaign Let Toys Be Toys. Other UK retailers that responded to the campaign included Tesco, The Entertainer and TJ Maxx.