We reflect the modern way of children’s play in our catalogues

Corporate News, Business News, 2012-11-27, 14:57

This year’s Swedish Christmas catalogue is more gender neutral to reflect the values of Swedish market. Swedish customers appreciate this new approach.

The gender debate in Sweden has become more significant in the last couple of years. TOP-TOY has been following the debate and wants to reflect these values in our markets and mirror the modern way of children’s play.

Thomas Meng, Retail Marketing Director for BR Toys and TOYS”R”US in the Nordic countries says, “We want our catalogues to reflect the way boys and girls play in real life, and not present a stereotype image of them. If both girls and boys in Sweden like to play with a toy kitchen, then we want to mirror this pattern.”

Previously, customers have been criticising TOP-TOY for being too conservative in its marketing approach with regards to gender roles and have made complaints to the Swedish Advertising Ombudsman. 

“We acknowledged that we could improve our catalogues in that respect which is what we are now doing, among other things, receiving training from the Swedish Advertising Ombudsman“, says Thomas Meng.

The improvement is primarily implemented in the Swedish BR Toys’ catalogue, but also the TOYS”R”US catalogue, which for example shows a girl playing with a soft gun and a boy with a doll house.

The changes have been made to show girls more actively playing with toys typically perceived as toys for boys – and vice-versa for boys.

“We have already made similar changes in other Nordic markets as well, but not to the same extent. We began with the Swedish catalogue as the gender debate in Sweden is more further ahead. The customers in all our Scandinavian markets will experience, going forward, a more gender neutral approach in their catalogues. We are very pleased with the positive feedback we have received from our Swedish customers“.  

The Swedish catalogue from BR Toys

The Danish catalogue from BR Toys

Pictures in high res. for download (to the media)

Wall Street Journal has a thorough presentation of the issue

TOP-TOY is the largest toy retailer on the Northern European markets. TOP-TOY has two toy retail chains – BR Toys in Northern Europe and TOYS"R"US as licensee in the Nordic countries. Furthermore TOP-TOY has the wholesale division NORSTAR that is present in four Nordic countries. The company has over 2,500 employees and offices in Denmark, Sweden, Norway, Finland, Germany and Hong Kong.

Further information, please contact:
Communications Manager Anne Dorte Erstad Jørgensen, +45 51393802,  adj_@If you can read this, please upgrade to a modern browser.top-toy.com


Page last edited: 2010-09-27

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