Feminism For the Holidays! Toy Catalog Swaps Gender Roles

‘Tis the season for shopping!

In an amazing attempt to do away with gender stereotypes, Sweden’s largest toy company, Top Toy, has reversed traditional gender roles in their latest holiday catalog. Instead of girls playing with dolls you will find them shooting Nerf guns and playing with dragons. Boys on the flip side are playing house (ironing and vacuuming) as well as styling hair.

I’m sure Top Toy’s catalog would please Riley below who very smartly questions gender stereotypes in toys with her father at the toy store.

The Swedish company was criticized in the past for catalog pages that only showed boys as superheroes and girls as princess, and as Riley points out girls and boys can be either.

This year, Top Toy’s toys are “gender neutral,” says Jan Nyberg, Director of Sales at Top Toy. “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.”

Now if only we could get that thinking in toy stores around the world!

If you are looking for some more gender neutral toys this Christmas look no further than Goldie Blox, the girl inventor who loves to build. The toy company was founded in 2012 by Debbie Sterling, a female engineer from Stanford University. The toy is both a book and construction toy combined which stars Goldie, a girl inventor, who goes on adventures with her friends to solve problems by building simple machines.

“If we want to live in a better world we need girls building these things too. We need girls solving these problems,” says Sterling.

To learn more about Goldie Blox check out the video below.

Have you come across any other great gender neutral toys? Please share with us in the comments!

Happy shopping!


Related from Care2:

6-Year-Old Girl Calls Out Board Game for Being Sexist

Girl Power! 10 Inspiring Young Girls Doing Amazing Things

13 Ways Females are Underrepresented, Stereotyped and Sexualized on Screen


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Dimitris Dallis
Dimitris Dallis2 years ago

Ok. Interesting idea, but it's a matter of education of the people. Stereotypes comes from ignorance mostly, and from a status can not change without our little help... :)

Lisa Tom
Lisa Tom2 years ago

Christmas is an exciting time for little girls and boys, who have been waiting for a year to receive their great presents that they always wish to get. However, the upcoming Christmas holiday is a hard task for the parents to choose a toy for their children.
the best cool toys for Christmas. http://www.liztoys.com

Kathy Perez
Kathy Johnson2 years ago

my son loves to mess with my hair (its down to my butt, and he thinks it "prettyful") he loves his cars, but he also has a cleaning buggy equipped with a vacuum, broom, and mop that he loves. He likes things that make him seem grown up (hes getting a garden set in April for his birthday, bc he insists on helping me in the garden. It had child sized rakes, hoes, a shovel, gloves, a watering can ect) I'd say he is pretty well rounded. Very independent, typically happy, and a joy.

Sarah M.
Sarah M.2 years ago


Spirit Spider
Spirit Spider2 years ago

Debbie Sterling - you rock! And Toy Toy - thank you for setting such a great example! :-)

Stella Gamboni
Stella Gamboni2 years ago

We will be gender-neutral only when the time comes that the little boy says, "I want a vacuum cleaner, just like Daddy's."

tanya w.
Tanya W.2 years ago

It is 2012 when I last checked! Girls and boys can play with whatever toys they want and Women and Men can choose any career they wish no matter what their social standing or upbringing. Take chefs for example - Men and Women expertly make a career and living out of cooking, so when little boys want to play house maybe they are just on the path to a great chef or cook.

Colleen Prinssen
Colleen Prinssen2 years ago

Colin M.

their problem is that, those things are not marketed towrds the boy/girls. its "if you have a girl, buy her the doll, don't get her the trains, and these other toys are not for her at all"

Colin M.
Colin M.2 years ago

Maria L. "There are no female Engineers" I'd urge you not to make blatantly false statements like that. That's like saying "There are no female climatologists" or "There are no female biologists" or "There are no female truck drivers" you get me?

Personally if I were to have a child (never going to happen but let's say I did) I would give them a mix of different things to do. Artsy things, legos, cars, puzzles, dolls, play cosmetics etc.

Whatever the child likes playing with will be the focus of what to get them in the future. If your boy likes playing with dolls and houses, maybe they'll also like playing The Sims on a PC? There's nothing wrong with it, they probably like the idea of life simulation and creating homes. Maybe they like the idea of being a home decorator or something in future.

Of course I still dislike this term "feminist" as really, the focus is on both sexes and their supposed gender roles here. I prefer something that's closer to Equal Opportunities than just Feminism.

Duane B.
.2 years ago

Thank you for sharing.