Swedish Nanny - Gender Reversal

As loyal readers know, I am oft to spread my tentacles abroad to search out and highlight foreign Nanny's doings. This time I would like to highlight the doings of Swedish Nanny (a country I used to live and work in).

Step forward Top Toy, which produces children's Christmas catalogues in Sweden and Denmark for Toys R Us and BR.

So far so good.

However, RT reports that although the catalogues' page layouts are the same in both countries, the gender of children shown playing with the toys is reversed in the Swedish edition; eg a girl is shown playing with a machine gun in the Swedish edition.

Top Toy director of sales Jan Nyberg is quoted:

"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." 

Top Toy is clearly running scared, in 2008, the company was criticised by Swedish Nanny's advertising watchdog Reklamombudsmannen (RO) for encouraging outdated gender roles with catalogues that featured boys dressed as superheroes and girls as princesses.

It is of course "ironic" that a country that eschews the machismo of "gun culture" should be happy to promote images of girls wielding machine guns. However, so long as it is "gender" neutral who cares?!

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