In our already incredibly overregulated society, a US state has gone a step further to legislate how shops can market toys for children.

California Governor Gavin Newsom signed into law on Saturday a bill requiring large retailers to provide gender-neutral toy sections.

The Consumer Federation of California supported the law, saying: “Keeping similar items that are traditionally marketed either for girls or for boys separated makes it more difficult for the consumer to compare the products and incorrectly implies that their use by one gender is inappropriate.”

Republicans and some conservative groups opposed the bill. The law will take effect from 2024.

The law states that retail stores with 500 or more workers must sell toys and child care products (excluding clothes) in a gender-neutral section that’s “labelled at the discretion of the retailer ... regardless of whether they have been traditionally marketed for either girls or for boys”.

Retailers can continue to offer other toys and child care goods that are traditionally marketed specifically toward girls or boys.

Companies that fail to comply with the new law could face a civil penalty of $250 for a first violation and $500 for any subsequent violations.

Binary spokeswoman, Kirralie Smith, said it is government overreach.

“Political activism by governments to promote their radical ideology is extremism,” she said.

“There is absolutely no need to dictate to private businesses how they should approach their marketing.

“Consumers can make a choice as to who they want to purchase products for without the government trying to influence those decisions.”