A group of Swedish sixth-graders filed a complaint against Toys R Us over the company's 2008 Christmas catalog, decrying the gender stereotyping in the product photos. Their curriculum includes a long-term project on gender roles.
According to the youngsters, the Toys"R"Us Christmas catalogue featured "outdated gender roles because boys and girls were shown playing with different types of toys, whereby the boys were portrayed as active and the girls as passive", according to a statement from Ro.
The group's teacher explained to the local Smålandsposten newspaper that filing the complaint was the culmination of more than two years of "long-term work" by the students on gender roles.
Thumbing through the catalogue, 13-year-old Hannes Psajd explained that he and his twin sister had always shared the same toys and that he was concerned about the message sent by the Toys"R"Us publication.
"Small girls in princess stuff...and here are boys dressed as super heroes. It's obvious that you get affected by this," he told the newspaper.
"When I see that only girls play with certain things then, as a guy, I don't want it."
Toys"R"Us scolded for gender discrimination
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