against gendered culture

Why are books and movies tagged pink or blue, like babies in a 1950s nursery?

“Equality is to sexual politics what the classless society is to Marxist theory: The hypothesis that solves the problem,” observed Phyllis Rose in "Parallel Lives," her perceptive study of five Victorian marriages. In other words, gender parity was and is an elusive ideal.

How do we achieve that ideal when movies and books are tagged with blue or pink ribbons, like newborns in a 1950s nursery? How do we achieve it when the movies and books with the blue ribbons are greeted as “important” or “literary” and the ones with the pink posters and covers signal “fluff,” even when they are about the same issues?