California is the first state to adopt such a law. LGBTQ advocates have pointed out that marketing methods using pink and blue hues “pressure children to conform to gender stereotypes,” AP notes.

The Consumer Federation of California supported the law, saying: “Keeping similar items that are traditionally marketed either for girls or for boys separated makes it more difficult for the consumer to compare the products and incorrectly implies that their use by one gender is inappropriate,” the Sacramento Bee reports…

The law states that retail stores with 500 or more workers must sell toys and child care products (excluding clothes) in a gender-neutral section that’s “labeled at the discretion of the retailer … regardless of whether they have been traditionally marketed for either girls or for boys.”