Publishers targeting young girls and boys by gender

Let Toys Be Toys is a campaign group that believes both boys and girls should not be restricted by marketing which tells them which toys, books and activities are for boys or girls.

British book chain Waterstone's has thrown its weight behind the campaign saying it won't target children by gender. However many publishers and toy manufacturers believe gender filtering helps consumers browse when purchasing products for young children.

The BBC's Mark Whittaker speaks to children's author Bel Mooney, Let Toys be Toys campaigner Jess Day and publisher Michael O'Mara.