Top Toy, a Swedish toy retailer, has produced a gender neutral catalog as a result of government pressure. Here is how Sarah Ditum in England’s The Guardian (“Sweden makes my gender-free toy Christmas wish come true”) puts it: In 2009, the Swedish equivalent of the Advertising Standards Authority sanctioned retailer Top Toy for producing a catalogue that "preserved an anachronistic view of the sexes" and showed both sexes in a "disparaging way".
By “disparaging way” they meant that the catalog stuck to gender stereotypes. So, as a response, the retailer came out with a catalog that features girls firing guns and boys playing with dolls. I think the pictures from the catalog say it all. Let us know what you think.
Special thanks to John McGlinchey, The Toy Detective, for bringing this story to my attention.