When it comes to selling children’s toys, advertisers tend to stick to gender stereotypes and will generally show girls playing with dolls and boys playing with cars in their ads.
However, a toy shop in Spain has turned this all on its head and is taking a stand with its Christmas advertising.
For a second year in a row, Toy Planet in Spain will be advertising their toys as unisex, and helping to distil gender specific toys in the process.
Talking to El Pais, Ignacio Gasper, general director at Toy Planet, said their campaign has been well received and he now wants other companies to follow suit.
“This is still an unresolved matter in the industry. They've congratulated us a lot, but the support has been more about attitude than about behaviour,” he said.
“It’s still hard going. If communication is not encouraged, it’s hard for someone to take the helm with the changes. Who does it? The families? The companies? It’s like a dog chasing its tail.”
What do you think of their campaign?
