Recently I started work at a footwear store at a shopping centre. Most people come to look at shoes for kids, since it's summer and the footwear I sell is well-known to be comfortable and resiliant, easy to clean etc. To date there have been 9 occasions, when the following happens: Mother comes in with her son, generally 1-5yo, and proceeds to look at the merchandise. By this time the boy has had a quick look and has set his sights on a pink pair of kids' shoes. He insists he likes this, but the mother always says "That's for girls. You're not a girl. Look at these(gestures to a blue pair), these are for boys." The boy still insists on the pink, the mother again says it's for girls and soon after, they leave. The first time this happened, the boy actually started crying. My heart breaks a little every time. It's not like they've been manufactured and labelled 'for girls'. It's just a colour. If the boy prefers the pink shoes to the blue, what exactly is so wrong with that? I'm interested what all you lovely people think about this concept of gender-tagged colours.