Gendered Toys

I was in Toys R Us today shopping for a birthday present for a 1 year old. Walking through the store, I noticed a disheartening trend with the toys. Toys that I always thought were gender neutral have shown up on the shelves with a feminine equivalent. There are now sets of Legos and TinkerToys that are "designed exclusively for girls". The difference? The girls' version comes in shades of pink and purple, as opposed to the bright primary colors of the regular version. WTF?