I kind of like the idea of rating stores, but I'm a little worried that if there are too many criteria, and if we include assessments of whether 'boy' and 'girl' aisles are implied even if not labeled overtly, we are going to lose sight of the simple, direct ask of retailers:
Please stop labelling toys as "For Boys" and "For Girls"
If they group like with like and label by type of play rather than gender, "domestic roleplay" for example, there will be a big row of baby dolls and prams and kitchens. And most of those items will be pink, because the larger problem, of children being socialised toward particular roles, will still exist, and because the toy companies will keep churning out pink crap because it sells (or sells twice as much of the same toy). So yes, there will still be a dreaded wall of pink, and it will be implied that it's a 'girl's aisle', and that sucks. But it won't say "Girls Toys" over it, and to me, that's an important enough step to make it our focus. Equally, of course, the non-pink aisle (where all the other colours live!) will no longer say "Boys Toys."
I know that all of it is important. But can we just start with the most obvious, overt, and offensive manifestation of it in the shops / on the websites? Can we just ask them directly for one simple thing: Take down the bloody big signs that tell shoppers and children that some toys are just for boys, and others are just for girls. It's not true, it's damaging, and it's turning a lot of us off shopping in stores that do it.