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Swedish Toy Catalog Switches The Gender of Kids Playing With Each Toy


Stashed in: Children, Europe

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One of the largest toy chains in Sweden published a gender-neutral Christmas catalogue, which pictured boys playing with dolls and girls holding toy machine guns. The move has reignited a debate in Sweden over the proper place of gender roles.

Top Toy has produced children’s Christmas catalogues in Denmark and Sweden for both Toys R Us and BR. Though the catalogues' page layouts are the same in both countries, the gender of the pictured kids is reversed in the Swedish edition.

Cool idea. I wonder what the net result will be.

They coulda/shoulda done an A/B test, seeing if varied depictions changed the kinds of toys ordered by children of different genders. 

I'm genuinely curious. Will post any data I find here, if I find any. 

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