Gender-Neutral Toys Catalog Published in Sweden for Christmas

Gender-neutral toy ad

The times when boys dressed as superheroes and girls as princesses are gone, and one toy maker company in Sweden is making a bold move to reflect the reality of our gender-bending times.

Top Toy, one of the largest toy chains in Sweden, published a catalogue showing girls holding toy machine guns and boys playing with dolls, according to

"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," Jan Nyberg, Top Toy director of sales, told TT news agency.

The move is an effort to cash in on Sweden's new gender -neutral language revolution.

RT reports that since 2008, the country’s government has spent millions promoting gender equality in schools. The Swedish are so hardcore about it that some government officials have proposed a new single gender-neutral pronoun – “hen” – to replace “he” and “she” in order to minimize gender stereotyping.

“We have produced the catalogues in a completely different way this year," Nyberg said. "For several years, we have found that the gender debate has grown so strong in the Swedish market that we… have had to adjust.”

Like us on Facebook

  • Latest Comments