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Top Toy Produces Gender-Neutral Christmas Catalogue

Top Toy, a large toy chain in Sweden, has published a gender-neutral Christmas catalogue, which shows which boys playing with dolls and girls holding toy machine guns.

Top Toy produces children’s Christmas catalogues in Denmark and Sweden for both Toys R Us and BR, reports

The Danish catalogue showed a boy wielding a toy machine gun, which was replaced by a girl in the Swedish version.

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

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

Since 2008, the Swedish government has spent $16.3 million on promoting gender equality in schools.

Sweden has also proposed a new single gender-neutral pronoun 'hen' to replace 'he' and 'she' in order to minimize gender stereotyping.


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