Trying to reverse the seemingly unstoppable tide of pink was another way, they felt, of challenging what they saw as rampant and unacceptable gender stereotyping, from earliest childhood.

Abi Moore, a feminist freelance television producer argues how:

It sells children a lie, that theres only one way to be a proper girl – and it sets them on a journey at a very, very early age. Its a sign post, telling them that beauty is more valued than brains, it limits horizons, and restricts ambitions.

This explains the somewhat negative impacts (especially towards girls) of limiting children to pink for girls and blue for boys. Children begin to construct their gender and the activities they limit themselves to take part in, based on the clothing, toys and trends that each gender is subject too. Which therefore limits girls career ambitions.