Abi and Emma Moore, 38, are pressuring retailers to abstain from stocking traditional stereotypes. For example, they
successfully pressured supermarket chain Sainsbury's to repackage a doctor Halloween costume that was labeled for boys and a nurse's outfit labeled for girls and to abstain from gender
labeling in the future.
The issue clearly resonates beyond Britain, Gardiner points out. In the U.S., "it's kind of reached ridiculous proportions," says Lyn
Mikel Brown, a Colby College professor and co-author of the book Packaging Girlhood. Pinkstinks, she says, "is using the color pink to get at something more complex, and that's the
way girls are being packaged and sold, and sold out through marketing."