Consumer rights author Ed Mayo has claimed that the prevalence of pink toys for girls in shops could contribute to the pay gap between the genders.

The former chief executive of national consumer watchdog Consumer Focus backed a campaign from mother Emma Moore to boycott the Early Learning Centre (ELC), The Daily Telegraph reports.

Mayo said: "There may be worse things to worry about, but I feel this colour apartheid is one of the things that sets children on two separate railway tracks. One leads to higher pay, and higher status and one doesn't.

"Does it ultimately lead to the 15% pay gap suffered by women further down the line? That's far too simplistic, but I feel gender roles are becoming polarised far too early on."

Moore added: "We want ELC to put its money where its mouth is and to really start encouraging our daughters to be active and happy children instead of passive and preening princesses."

An ELC spokesperson said: "Come down to Early Learning Centre and see for yourself the huge range of toys in an assortment of colours.

"Customers can choose a red kitchen, a blue kitchen, a blue cash register, a yellow dolls house or a gorgeous farm."