Its not often we get some good news from the battle against corporations using gender stereotypes to sell their products. I've written before about how extremely gendered marketing is for children and I'm not the only one who's noticed. A group of 13 year old schoolchildren in Sweden have convinced their national advertising ombudsman to reprimand Toys "R" Us for sexist advertising. The reprimand states that Toys "R" Us catalogue "discriminates based on gender and counteracts positive social behaviour, lifestyles, and attitudes."

Here's my favourite quote from the article in a Swedish newspaper about this story,  "Moa Averin emphasized the importance of children being able to be who they want even if 'guys want to be princesses sometimes'."

The ombudsman can only reprinand advertisers but does not have the power to punish or fine them. Wouldn't it be amazing if there was more accountability in advertising for the sexist junk we see every day?

And beyond the advertising, its so limiting to make boys feel like they're doing something wrong for wanting to play with dolls and clothes and pink. I think its time for an end to a boys and girls section in the toy store. Let the kids decide for themselves what they want based on their own interests and desires.