US-based toy retailer Toys"R"Us has been reprimanded for gender discrimination following a complaint filed by a group of Swedish sixth graders about the store’s 2008 Christmas catalogue.
Last winter, a sixth grade class at Gustavslund school in Växjö in south central Sweden reported Toys"R"Us to the Reklamombudsmannen (Ro), a self-regulatory agency which polices marketing and advertising communications in Sweden to ensure they are in line with guidelines set out by the International Chamber of Commerce (ICC).
According to the youngsters, the Toys"R"Us Christmas catalogue featured “outdated gender roles because boys and girls were shown playing with different types of toys, whereby the boys were portrayed as active and the girls as passive”, according to a statement from Ro.
The group’s teacher explained to the local Smålandsposten newspaper that filing the complaint was the culmination of more than two years of “long-term work” by the students on gender roles.
http://www.thelocal.se/22504/20091006/
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