Sunday, November 25, 2012

Need an excuse to never buy another thing from this store?

SWEDEN'S largest toy chain "gender neutral" after picturing boys holding baby dolls and banishing girls from the dolls pages of its Christmas catalogue. 

"For several years, we have found that the gender debate has grown so strong in the Swedish market that we ... have had to adjust," Jan Nyberg, director of sales at Top Toy, franchise-holder for US toy chain Toys R Us, said.

The country's advertising watchdog reprimanded the company for gender discrimination three years ago following complaints over outdated gender roles in the 2008 Christmas catalogue, which featured boys dressed as superheroes and girls playing princess.

A comparison between this year's Toys R Us catalogues in Sweden and Denmark, where Top Toy is also the franchisee, showed that a boy wielding a toy machine gun in the Danish edition had been replaced by a girl in Sweden.

Elsewhere, a girl was Photoshopped out of the "Hello Kitty" page, a girl holding a baby doll was replaced by a boy, and, in sister chain BR's catalogue, a young girl's pink T-shirt was turned light blue.

Top Toy, Sweden's largest toy retailer by number of stores, said it had received "training and guidance" from the Swedish advertising watchdog, which is a self-regulatory agency.

"We have produced the catalogues for both BR and Toys R Us in a completely different way this year," Nyberg said.

"With the new gender thinking, there is nothing that is right or wrong. It's not a boy or a girl thing, it's a toy for children." More here:

Well, my guess is that this company is trying to go along with the political correctness in hopes the "advertising watchdog" leaves them alone.  

But I think they're going to lose sales.  Because even though the adults don't think male/female kids are different, the kids know better ... and if they have second thoughts about a particular toy, they'll leave it alone (i.e. won't clamor for it.)

I mean, I've known about this company for a long time and haven't bought anything from them since I "learned.:

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