Pinkstinks has convinced Sainsbury’s to stop selling children’s clothing with "sexist" gender-specific labelling.

The UK supermarket giant was selling children’s princess and nurses outfits labelled 'girls', while 'boys' labels marked pilot, superhero, soldier and doctor's outfits.

Abi Moore, Pinkstinks co-founder, said: “We asked what sort of message this was sending to girls about what they are ‘fit’ for and what their aspirations might be. As far as we are aware, there are more women at medical school than men nowadays.

“We simply drew to Sainsbury’s attention the fact that it would be a hugely confident and independent little girl who would dare risk the ridicule of her friends by asking for a costume in-store clearly ‘meant’ for boys, no matter how much she wanted to dress up like a doctor, while the nurse's outfit sends a message to boys that they are not ‘meant’ to be nurses either.

"We want to congratulate Sainsbury’s on its swift action to redress this matter and hope other retailers will follow their lead. We will be watching."

Sainsbury’s has pledged the outfits with new non-gender specific labels will be in-store from July.

Sainsbury’s customer director, Gwyn Burr, told Pinkstinks: “It isn't acceptable to suggest certain professions are the reserve of any gender.

“This is an error and one I am seeking to address ASAP. The new labels, which will be non-gender-specific, will go on the next allocation of clothing, so will be in store from July.”