American retailer Target announced early August they were adopting a new, non-gendered policy in their stores, and their latest ad proves it was a great decision.
The news didn't go down well as critics argued the changes would make it harder for shoppers to find what they're looking for.
But their latest #ShareTheForce campaign is proof toys are in fact gender neutral.
The advert is a montage of photos and videos showing girls, boys, women and men across all generations. And they all absolutely love Star Wars.