Tuesday, April 3, 2012

The Amazing Spider-Pram: Redefining gendered toys

(Image via Fru K blog)
This image, from the recent toy catalogue of Swedish retailer Leklust, is getting a lot of play on social media right now for its image of a kid in a Spider-Man costume pushing a pink doll carriage.

As reported in The Local, Leklust CEO Kaj Wiberg told Metro, "Gender roles are an outdated thing... I'm 71 years old, and those of us who have worked in this industry for a while know that boys play with doll houses. We know that boys can play with Barbie dolls."

The catalogue has other non-stereotypical images as well:

Nice to see. I'd love to see more of it.