Seeing a boy, denied of a mock kitchen set, or a girl, who won’t get a toy gun she was so excited about, still isn’t a very rare sight. TOP-TOY, the largest toy business in the Northern European market, set out to change this stereotypical toy division, created primarily by media. The company published a gender-neutral Christmas toy catalog in Sweden and Denmark. Sending a new social message is extremely important in the multiform society of nowadays, where some things are still measured by out-dated stereotypes.
“We want our catalogues to reflect the way that boys and girls play in real life, and not present a stereotype image of them. If both girls and boys in Sweden like to play with a toy kitchen, then we want to reflect this pattern,” explained TOP-TOY retail marketing director Thomas Meng. As parents in various blogs note, the message is very true, since kinds of different genders in a family are usually equally excited about any new toy, regardless of what it is. Yay for the right of choice!