A Wellington mother has started a petition calling for Kmart to make clothing labels non-gendered.
The mother shared her dismay with the retail store on Facebook and Change.org after coming across a "boys" label when buying a dinosaur shirt for her daughter at the Petone store.
"Hey Kmart... get with the programme already would you?!", she wrote on Facebook.
"Even my nearly 3-year-old thinks your gender labels are bull ... why the hell are all the cool T-shirt's labelled 'boys', what makes this T-shirt a boys T-shirt anyway?!?
"Girls can only wear a dinosaur T-shirt if it's pink and full of sequins?! Honestly, it is beyond ridiculous, get in the modern world you archaic bunch of fossils."
"Stop this gendered madness! No more 'girls' or 'boys' on labels!"
A Kmart spokesperson told the Herald in a statement: "At Kmart our store design is set up to assist customers with a convenient shopping experience based on their shopping behaviour.
"At Kmart we are constantly listening to our customers and incorporating their feedback to both future product ranges and store design."