Pink toys may be harmful for girls' developmentWhen shopping for gifts for the sweet little girls in your life this holiday season, consider the message that mother Emma Moore and her sister Abi are trying to spread -- pink stinks.

The pair, one a mother of twin girls, the other of twin boys, are calling for a boycott of the Early Learning Centre, a toy store in the U.K., after the two noticed the toys they sell are clearly marketed for girls and boys based on color.

Their protest, nicknamed Pinkstinks, says that pink dresses, kitchen toys, dollhouses and other playthings rendered strictly in rosy hues teach girls early that they have different roles than boys. This process causes girls to value beauty over brains and fosters an obsession with physical appearance. The mothers have targeted the Early Learning Centre specifically because it bills itself as an educational toy company, with a mission statement that says it aims to help children reach their full potential.

The boycott comes on the heels of a similar toy-store snafu involving Toys 'R' Us -- the huge children's retailer was the subject of public scrutiny recently after a consumer advocacy group complained that its Christmas catalog featured "outdated gender roles."

Presently, Pinkstinks has the support of former consumer czar Ed Mayo, who agrees that the "color apartheid" puts children on different paths in life, and while it might not be the color pink's fault, one of those paths definitely leads to lower pay and status than the other. It sounds a little extreme but, as Mr. Mayo asked in the London Telegraph, "Why on Earth do girls need to have a globe in pink?" Good question.