Swedish Toy Catalog Defies Gender Stereotypes
Swedish toy company Top Toy has gone beyond a gender-neutral advertising campaign with their 2012 toy catalog.
3. And boys and girls playing with the same dollhouse.
4. Also in the catalog: girls and boys playing with the same castle playset.
God, next thing you know, we’ll have cats and dogs sleeping together!
5. Sweden has a history of rejecting the stereotypes of gendered toys.
Earlier this year another Swedish company, Leklust, published a catalog that included images of a girl riding a toy tractor and of a boy in a Spider-Man costume pushing a stroller.
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sparrowsinfrost 6 months agoSilly Swedes. This is how you sell toys in sweden, nothing more. Gender neutral parenting? What a joke, that crap drives me crazy.
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Shaun McCracken 6 months agoIn all fairness, the US Toys R Us ad campaigns typically feature children with physical disabilities in their ads, where others don’t.
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Ken Turner 6 months ago
We are all products of our environment, and in North America, we live in a media-saturated culture. The fact is that media and marketing begin to shape our gender roles from a very early age. Walk through any toy aisle in any store and this will be clear and obvious. The girl’s section is as pink as the day is long, loaded with dolls, toy groceries, ironing boards, etc. While the boy sections are full of trucks, guns, ‘action figures’, and often have reds, black, blue etc colour schemes - traditionally ‘masculine’ colours as compared to the traditional ‘feminine’ pastels that you see in the girl’s section. They’re even labeled Boys and Girls at Toys R Us and Walmart. Yes, boys can play with dolls and girls with bull dozers, but often they don’t because they are programmed not to. Bravo to Sweden for not subscribing to this mentality.
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Lady Emberheart 6 months ago
The Scandinavian countries tend to be very good with gender equality. Now, if only the rest of the world followed suit.
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jeskahismoi 6 months agoMy brother and I would play house all the time when we were little. I would have the pretty baby doll and live in a mansion which was the bunkbed while my brother had the ugly baby doll and be poor living on the couch. Good times.
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maxinecallejau 6 months agoAs a child I would’ve set 100 Barbies on fire to get my hands on that awesome castle play set. It actually still looks kind of fun now. You could play Game of Thrones on that thing.
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olivejuice520 6 months agoOver Thanksgiving break, I learned that my parents raised my brother and I along the lines of gender neutral parenting, meaning that they purposefully gave me things like trucks and cars and they gave my brother baby dolls and Barbies. He showed an interest in dolls for a bit longer than I did with trucks but we’re both pretty normal and have no underlying psychological trauma associated with our childhoods, like some people are so ready to believe about girls playing with “boy toys” and vice versa.
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