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Girls with Guns; Sweden, Toys and a Gender Neutral Toy Catalog

December 1, 2012


Yes, that's a girl


Top Toy, a Swedish toy retailer, has produced a gender neutral catalog as a result of government pressure. Here is how Sarah Ditum in England's The Guardian ("Sweden makes my gender-free toy Christmas wish come true") puts it: In 2009, the Swedish equivalent of the Advertising Standards Authority sanctioned retailer Top Toy for producing a catalogue that "preserved an anachronistic view of the sexes" and showed both sexes in a "disparaging way". 

By "disparaging way" they meant that the catalog stuck to gender stereotypes. So, as a response, the retailer came out with a catalog that features girls firing guns and boys playing with dolls. I think the pictures from the catalog say it all. Let us know what you think.