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Home - by - November 25, 2012 - 18:00 America/New_York - 18 Comments

Girls with guns, not dolls, in ‘gender neutral’ toy shop

Herald Sun

“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advertising watchdog reprimanded the company for gender discrimination three years ago following complaints over outdated gender roles in the 2008 Christmas catalogue, which featured boys dressed as superheroes and girls playing princess.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Denmark, where Top Toy is also the franchisee, showed that a boy wielding a toy machine gun in the Danish edition had been replaced by a girl in Sweden.

Toys R us

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.”

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.

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» 18 Comments

  1. grayscape

    November 25th, 2012

    What next, girls jerking their peter and boys playing with their vajayjay?

    Thumb up +4

     
  2. CrustyB

    November 25th, 2012

    OK, another country I can’t move to. What’s left?

    Thumb up +2

     
  3. Poonces

    November 25th, 2012

    When I was just a little girl,
    I asked my mother what would be?
    Will I be Chastity,
    Will I be Chaz,
    or something in between…

    Thumb up +4

     
  4. Unneutral

    November 25th, 2012

    We’re well on the way to mind-numbed robots.

    Thumb up +2

     
  5. jmb

    November 25th, 2012

    they sure are spending a lot of thought, time, money and energy if in fact “there is nothing that is right or wrong” as they state.

    Thumb up +1

     
  6. Wraith

    November 25th, 2012

    At least they’ll show toy guns. That’ll be banned in the USA soon enough… :(

    Thumb up +2

     
  7. Xavier

    November 25th, 2012

    “With the new gender thinking, there is nothing that is right or wrong.”

    It’s pretty clear from the article that a lot of things are considered right and wrong but like all liberal ideology, it’s a one way street.

    You’ll never see a progtard leading by example: it’s always through regulation and the pressure of the few onto the many.

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  8. Nutjob

    November 25th, 2012

    Next will be 2 mommies or 2 daddies with a baby.

    Thumb up +3

     
  9. Gina

    November 25th, 2012

    sorry.. they won’t win. there will always be “motor sports girls” and boys who like them.

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  10. Boobie the Rocket Dog

    November 25th, 2012

    Sweden. Isn’t theirs the highest suicide rate in the world and aren’t they second only to Russia in alcoholism?

    Coincidence?

    Thumb up +5

     
  11. "That Guy"

    November 25th, 2012

    @BtRD

    According to this they are #30 in suicide rate.
    http://en.wikipedia.org/wiki/List_of_countries_by_suicide_rate

    I don’t know about alcoholism, but they are down a bit on the list for total alcohol consumption per capita.
    http://en.wikipedia.org/wiki/List_of_countries_by_alcohol_consumption

    Thumb up +1

     
  12. Tony R

    November 25th, 2012

    I’ve got a problem with little boys playing with dolls. Little girls with guns? Not so much!

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  13. Lisl

    November 25th, 2012

    “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.”

    Who regulates the regulators?

    Funny how they so conveniently dismiss the research that shows in fact boys DO prefer trucks and guns and girls will almost always go for dolls and princesses. When my nine year old was much smaller he had a water baby doll and used to bang the thing around a lot : i t was “diving” in the tub or screeching around on a truck. That’s just the way boys are, but I feel sorry for the tiny Swedish ones because they are subject to the boy being squeezed out of them. It just depends on the family they get.

    And this isn’t a gender neutral thing, I didn’t say that about boys and not about girls on accident. These people ARE trying to stamp out boyness. In the US they started with our educational system and are working their way outwards.

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  14. Boobie the Rocket Dog

    November 25th, 2012

    @ Guy- My info may be a few years old from back when the Soviet Union republics were all considered one country. That’s an interesting chart, btw. Note that Iran, Iraq, Afghanistan et al. are all missing from it. Suicide bombers don’t count?

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  15. AbigailAdams

    November 26th, 2012

    Someone here linked a YT vid of interviews with some Nordic “social scientists” whose life work is this junk science of “gender constructs” and the response from social anthrapologists in the UK (and somewhere else?). I watched the entire video and the bottom line is the so-called science of the former is entirely junk and is merely the opinion of a bunch of feminazis and metrosexuals wanting to take their theories to the most extreme illogical conclusions based on conjecture and finding what they set out to find.

    I can’t remember who posted the video, but if it was you, please post it again. In the meantime, I’ll try to find it. It was damning evidence against this kind of malarky.

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  16. AbigailAdams

    November 26th, 2012

    Well, that was easy!

    “Direct Evidence That Feminists Hate Facts”

    http://www.youtube.com/watch?v=YTOFXLl7eh4

    /

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  17. IronyCurtain

    November 26th, 2012

    Why not just skip all the incrementalism and take this directly to where it’s going: a Swedish catalog of children and sex toys.
    Is there no company in the world with the integrity to say, “F you, we’re not Photoshopping crazy liberal ideas into the catalog.”

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  18. AbigailAdams

    November 26th, 2012

    @Irony — As best as I can tell, the reason this kind of crap gets the serious attention of retailers in Sweden (and other EU countries) is because they’ve never known the liberty of the U.S. One of the reasons we see the EU as foolish is because we have at least a couple of generations who have scoffed at this sort of thing and continue to scoff at it. We’ve got to get our own house in order before we lose the strength of those numbers, otherwise it’s bi-sexual Ken Dolls for us, too.

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