Gender-neutral catalog for Swedish Toys “R” Us brand

Toy catalog adBY MALISSA ROGERS
dot429

Sweden has recently decided to tackle traditional ideologies and market their toys though gender-neutral advertising for the Christmas season. Top-Toy Group, a licensee of the Toys “R” Us brand, has published a gender-neutral Christmas catalog this year.

In recent years Sweden’s leading advertising watchdog — Reklamombudsmannen, or RO — has criticized Top-Toy for their catalogs and ads that depict only traditional roles of boys and girls.

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