After our recent post on the new GoldiBlox commercial, we are seeing more and more companies taking the ‘gender’ out of toys. Making all toys boy and girl friendly.
The supermarket chain, Super U, is the first company to make this move in France. Super U’s Christmas catalogue sees little boys playing with dolls, and little girls building using an engineering set. Where most competitors are still advertising with boys wearing helmets and girls playing with tea sets. Super U, has followed a few other toy retailers that have marketed their toys according to children’s tastes and interests, rather than by gender.