A group of Swedish sixth graders studying gender roles noticed something strange about a Toys “R” Us Christmas catalog: The boys were pictured engaging in active behavior such as playing with action figures or sports toys. The girls, on the other hand, were shown playing passively with dolls and princess.
From their discovery, the kids took their complaint to Reklamonbudsmannen, a consumer watchdog group that keeps an eye on marketers and advertising. The complaint eventually led the agency to cite Toys “R” Us for gender discrimination.
Talk about a major corporation getting owned! While Reklamonbudsmannen has technically very little to no authority over Toys “R” Us, hoping this complaint will change the way they decide to advertise and market. The last thing we need to continue in this world are the early brainwashing and developments of gender stereotypes.
So kudos little Swedish sixth graders! Because little girls sure aren’t all made out of sugar and spice nor are boys made out of frogs and snails and puppy-dogs’ tails.