Gender Free Goes International!

We here at Underthechristmastree.co.uk are delighted to announce that a swedish toy firm ‘Top Toy’ who have worked with UK retailers such as Toys R Us, have decided to go gender free. Gender Free Goes International!

The largest toy firm in Sweden ‘Top Toy’ have taken steps to become gender neutral by photoshopping toy images to ensure it isn’t just girls playing with dolls and boys playing with tractors.

Jan Nyberg director of sales at ‘Top Toy’ says;- “We have produced the catalogues for both BR and Toys R Us in a completely different way this year.  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.”

Over the past few years, Top Toy has faced criticism over having gender orientated marketing, after featuring a boy in a superhero costume and girls in princess costumes.

Nyberg continues by saying;- “For several years, we have found that the gender debate has grown so strong in the Swedish market that we … have had to adjust”.

Are you happy to see Gender Free going international?