Swedish toy company reverses genders in new catalogue

ad showing girl with a toy gun

Top Toy, one of the largest toy companies in Sweden, is flipping the gender script in its Christmas catalogue. This year, girls are shown playing with toy guns, while boys are playing with dollhouses. The company was called out a few years ago by a watchdog group for its stereotypical advertising, and decided it needed to adapt to Sweden’s progressive attitudes about gender.

Here’s hoping someday American toy companies heed the call of girls like Riley and quit with the ridiculously gendered marketing too.

Atlanta, GA

Maya Dusenbery is an Executive Director in charge of Editorial at Feministing. Maya has previously worked at NARAL Pro-Choice New York and the National Institute for Reproductive Health and was a fellow at Mother Jones magazine. She graduated with a B.A. from Carleton College in 2008. A Minnesota native, she currently lives, writes, edits, and bakes bread in Atlanta, Georgia.

Maya Dusenbery is an Executive Director of Feministing in charge of Editorial.

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  • http://feministing.com/members/naath/ naath

    I think it’s worth pointing out that they have not “flipped” the script – they have thrown it out. The full catalog contains both boys AND girls playing with the full range of toys.

  • http://feministing.com/members/shelly/ Shelly

    The mansplaining in the Facebook thread for this post, it hurts. :(

    Anyhoo. I seriously hope that this sort of thing will happen here in the States in the future.