​​Created in 2012, the Rainbow Kids Toy Network was formed with a simple premise: we believe that gender non-conforming children deserve to be loved and respected.
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While the world we live in has changed substantially in the past century, gender non-conforming kids--boys who are more effeminate, girls who are more masculine, and kids who identify as transgender--still have a pretty rough time growing up. They often face discrimination and bullying from other kids, being taunted as "tom boys" or "sissies," just for being who they are. But gender non-conformity isn't just an issue for kids; parents of gender non-conforming kids can have a very difficult time making decisions about how to best raise their children. They are often stuck between trying to affirm their kids for who they are and trying to change their kids in order to help them "fit in."

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Nowhere is this more apparent than in toy stores. As a parent, what do you do if your boy asks for a Barbie or your girl asks for a GI Joe? Buy it for them! Here at the Rainbow Kids Toy Network, we believe that all children should have the toys that they love, regardless of the traditional gender of those toys, and we believe that children are happier and healthier when they are affirmed and loved by their parents, just the way that they are.

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We also know that toy stores can play an integral part in bringing about a more gender-affirming world. So, we launched a network of toy stores across New York City and around the country that are supportive places for gender non-conforming children and their families. All of the toy stores listed in our directory are stores that have committed to the following pledge:

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"By joining the Rainbow Kids Toy Network, we pledge that our toy store is a place where all kids can find toys that they love. We believe that all children should be supported and nurtured, regardless of their gender identity or presentation; accordingly, we pledge to treat every child and their family with respect and dignity. So if your boy wants a doll or your girl wants an action figure, that's wonderful! We pledge to be a toy store that you can rely on."​

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So visit out directory, take a look at our resources for parents, buy fantastic toys, and most importantly, know that your gender non-conforming kid is fantastic exactly the way that they are.