Systemè U, a market chain in France recently published a touching commercial about why they decided to go gender free in their holiday catalog. First they interviewed kids about what they thought boys and girls do. Most of them said that boys like blue, go to work and make money, and girls wear pink and like kitchens. However, when they let them onto a fun playset made of different spaces and toys, quite the opposite was shown to be true. Boys were playing with baby dolls and making fake breakfast, and girls were playing with cars and building toys.
It’s a somewhat moving commercial that is following in the trend of Target and Mattel’s Barbie of showing that people of any gender can play with whatever toys they want. Target caused an uproar earlier this year when they removed gender labels from their toy shelves, as well as areas like kids’ bedding. Not only did they remove the gender labels, but they also chose to change the coloring – no more pink for girls and blue for boys. Mattel had a cute commercial for their new designer Moschino Barbie, that featured a fabulous and fierce little boy saying how much he just loved to play with the doll.
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