The Wall Street Journal recently reported that Sweden-based Toys “R” Us licensee, Top-Toy Group, has published a gender-neutral toy catalog for the holidays. It shows boys and girls playing with toys not traditionally associated with their respective gender. Top-Toy released a statement saying that the catalog reflects the modern way children play with toys and it better reflects Swedish values. Top-Toy is the largest toy retailer in the Northern Europe.
“We want our catalogues to reflect the way 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 mirror this pattern.”