Just weeks after getting rid of gender-segregated toy aisles, Target put out an inspiring new ad showing girl and boy “Star Wars” fans playing together. Check it out.

YAY Target! THANK YOU. I did all of my back to school shopping at your store and will continue to shop the hell out of your chain whenever I need supplies for my children. I’ve got to admit, part of me can’t believe this blog post has to be written at all, that I feel the need to congratulate Target and express my gratitude, that my headline isn’t satire that belongs on The Onion. But sadly, as the mom of 3 daughters, I speak from endless personal experience of the rampant sexism in kidworld where gender equality is hardly allowed to exist even in our imaginations. Here’s a video where my youngest child, like many kids in America, was teased at preschool for wearing “boy shoes” in her case, “Star Wars” sneakers.

It’s kids like her who Target is helping now, because in spite of my daughter’s promise to keep wearing those shoes, and in spite of having a feminist mom, she was “choosing” “gender appropriate” footwear by kindergarten.

In May, I went on Fox News to support Amazon’s similar decision to drop gender categories from its toys. After I was intro-ed by an annoying gender police siren, I was told, as I’m so often told, that children just “pick “the toys they want. I’ve been repeatedly “informed” that girls are just born obsessed with how they look while boys who are denied toy weapons will bite their toast into the shapes of guns. That’s just how we are. As I told Fox News, in nicer words, we don’t have a fucking clue how we are. Our brains are wired up based on actions we engage in, and these connections are never made more rapidly or elaborately than when we’re little kids. Why wouldn’t we want to expose our children to more stories, more experiences, more colors than pink?

When we live in a world dominated by sexist mass marketing, driven by male dominated narratives from the Bible to most of Hollywood’s movies to “great” literature and art mostly by men, where men and boys create and star the shows while females, if they exist at all, are usually sexualized and on the sidelines, there isn’t much free choice, especially not for kids. Women are half of the human population but make up just 15% of protagonists in Hollywood movies, 29% of all major characters, and 30% of all speaking characters. Outlets that sell toys like Target or Amazon still have a major stumbling block: Girls and women gone missing from most of the epics being marketed. We’ve got a long road ahead to create gender equality in the fantasy world and in the real one. I commend Target and Amazon on the important steps taken so far. I look forward to witnessing many more and hopefully the great day when Reel Girl becomes obsolete.