A HANWELL woman is claiming a victory against Hamleys Toy Store after successfully campaigning for it to change display signs she says were sexist.

Laura Nelson, 34, who works for the Ethox charity, fights for gender equality and blogs under the alias ‘Delilah’, says she helped convince store managers to abandon blue and pink notices directing boys and girls to their respective toy areas at the flagship Regent Street store.

She said: “I’m delighted. I’m very pleased and also surprised that it all happened so quickly. This is just the first step.”

Following a visit to the store in October, Ms Nelson wrote to Hamleys PR office and also to Gudjon Reynisson, chief executive of Landsbanski, the Icelandic bank which owns the shop.

She says her blog and Twitter account attracted the attention of others who also put pressure on the store to make changes. The story has received coverage in the national press, TV and radio.

“I was amazed at the level of support that I got from the online community. The first step was writing to Hamleys but people have also submitted their own letters,” she said.

Ms Nelson, who has an 18-month-old niece and lives in Bordards Road, first became aware of the sign via a photo on Facebook before going to the store to see it for herself.

“I think the signs were very restrictive in terms of giving children choice over which toys they could play with,” she said. “With the girls, it was toys associated with beauty or domestic items and arts and crafts.

“The boys stuff was focused on things like war and space. My issue wasn’t with the toys themselves but the fact that they had been separated so distinctly according to gender.”

The signs, which also included categories like games and soft toys with their own colours, have now been redesigned to a neutral white, listing toys by brand and type rather than gender.

Ms Nelson said the move was an important step towards challenging gender stereotypes and promoting greater equality. Her blog can be found at delilah-mj.blogspot.com and her Twitter alias is @Delilah_mj.

The Gazette made repeated attempts to contact Hamleys’ head office but at the time of going to press, no response had been received.