The latest advertising campaign for Sweden's leading toy store chain features a girl wielding a toy machine gun whilst a boy holds a baby doll, in an effort to eliminate stereotyping.
Toys R Us Swedish franchise Top Toy has produced a Christmas catalogue featuring gender neutral toys. The move is in response to criticism by Sweden's advertising watchdog in 2008, following complaints about outdated gender roles after girls were shown playing Princess while boys dressed as superheros.
Children are often conditioned to think of pink for girls and blue and for boys. The Huffington Post raised the question if toy manufacturers are to blame for planting gender stereotypes in the minds of young children.
According to the Local Top Toy has revamped this year's Christmas catalogue, replacing a picture of a girl holding a baby doll with that of a boy. A girl replaces the picture of a boy with a toy machine gun. The boy remains holding the gun in the Danish version of the catalogue where the issue of gender stereotyping hasn't raised the same concerns.