Published November 25, 2012
Sweden’s top toy chain has released a gender neutral Christmas catalog after it was criticized for stereotyping.
The catalog from Top Toy, the franchise holder of Toys R Us in Sweden, shows a boy playing with a baby doll instead of a girl, and a girl holding a toy machine gun, AFP reports.
"For several years, we have found that the gender debate has grown so strong in the Swedish market that we ... have had to adjust," said Jan Nyberg, the director of sales at Top Toy.
The company made the switch after Sweden’s advertising watchdog scolded it for publishing a 2008 catalog that featured boys in superhero costumes and girls playing princesses.
"With the new gender thinking, there is nothing that is right or wrong. It's not a boy or a girl thing, it's a toy for children," Nyberg told AFP.