Target is removing gender-based signs from its stores, the retail giant announced on its blog Friday.

You can read the full announcement here, but below is an excerpt:

Over the past year, guests have raised important questions about a handful of signs in our stores that offer product suggestions based on gender. In some cases, like apparel, where there are fit and sizing differences, it makes sense. In others, it may not.

Right now, our teams are working across the store to identify areas where we can phase out gender-based signage to help strike a better balance. For example, in the kids’ Bedding area, signs will no longer feature suggestions for boys or girls, just kids. In the Toys aisles, we’ll also remove reference to gender, including the use of pink, blue, yellow or green paper on the back walls of our shelves. You’ll see these changes start to happen over the next few months.

The impetus for the change is said to have come largely from one tweet sent in June, which went on to be retweeted nearly 3,000 times.

According to Snopes, Twitter user Abi Bechtel did not expect such a swift response.

"I didn’t expect it to become the center of this entire discussion about gender and the way toys are marketed. But Caitlyn Jenner’s pictures had just come out. And the Supreme Court’s ruling on same-sex marriage came out soon after. So there was a whole lot of discussion about gender and gender roles anyway. The tweet just landed at the right time," she said.

The change has also earned its share of detractors, who took to the store's Facebook page to spew the usual ignorant garbage unworthy of reprinting here.

Target is not the first store to rethink its organizational strategy. As Jim Silver, chief executive and editor-in-chief of TTPM, a toy review site, told the LA Times: "The labeling of boys and girls toys is slowly disappearing. There's definitely more crossover appeal than there was 10 years ago."