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Toy Catalog Goes Gender-Neutral

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Sweden-based Toys ‘R’ Us brand licensee TOP-TOY Group has published a gender-neutral toy catalog for this holiday season, according to The Wall Street Journal.

The catalog for the BR Toys chain contributes to the country’s effort in being neutral about everything, and features boys and girls playing with toys not traditionally-associated with their respective gender.

For example, a boy can be found playing with a hairdryer and a toy baby; while a girl can be found playing with guns.

“We want our catalogs to reflect the way boys and girls play in real life, and not present a stereotype image of them,” Thomas Meng, Retail Marketing Director for BR Toys and Toys ‘R’ Us said in a statement. “If both girls and boys in Sweden like to play with a toy kitchen, then we want to mirror this pattern.”


[via The Wall Street Journal and TOP-TOY]
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