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Toys 'R' Us has been reprimanded for discrimination by a consumer advocacy group that says its 2008 Christmas catalog featured "outdated gender roles."The claim came from Swedish-based consumer advocacy group Reklamombudsmannen, after a sixth-grade class in Stockholm appealed to them as part of a project. The class examined the toy catalog, which showed boys playing in "action-filled environments" as superheroes, while girls are shown "sitting or standing in passive poses" dressed up in princess costumes. The kids felt that the scenes reinforced a subjective idea of normal play, and filed a complaint against Toys 'R' Us for gender discrimination.
Sweden's International Chamber of Commerce has strict policies concerning foreign marketing, and the sixth-graders argued that Toys 'R' Us's strategies were potentially unhealthy. Student Moa Averin worried that it could make children feel self-conscious about wanting to play in a manner not typified as normal, pointing out that "guys want to be princesses sometimes."
Although Reklamombudsmannen has no authority to dish out punishments for companies it finds at fault, they did agree with the sixth-graders' complaint and issued a public reprimand.
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Wednesday 07 October
By John Wayne
Isn't it ridiculous that we argue over toy catalogs while our children are dealing with social issues that we did not have to?? While we argue an issue like this our children are dealing with kids with 2 fathers or kids with 2 mothers or what's next kids with a father and a sheep?? They don't call them queers for nothing!! And there is no way two people of the same sex should ever have the right to raise children anyway!! But our kids see it because our corrupt government and our pathetic excuse for social behaviour forces them to try to understand why daddy is kissing another MAN!!! Leave the toy catalogs alone and worry about your deviant behaviour!!! We'll all be better off and our kids won't be so screwed up!!!!!
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Wednesday 07 October
By karenione
TO pinkthenred You say that the parents today are raising little pussies that can't do anything for themselves because they are either too afraid or just plain lazy. Well, you use the word pussies... this down grades a man to a woman right? And this reinforces females to believe they are worthless. I hope things do change.
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Wednesday 07 October
By Hi, Clay!
the KIDS thought it was gender-role discrimination??? BULL CRAP!!! It's their parents looking for a pretty penny!
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Wednesday 07 October
By patrocinum
As good ole Col Potter would say............HORSE HOCKEY!!!!!!!!
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Wednesday 07 October
By rachy0607
Oh Please, Like dressing up like a girl makes boys more sensitive. I have a nephew who HATES to see someone cry on tv. He also turns around and smashes his cars into each other and plays Godzilla. Kids are callous because we teach them to be that way. There is something called balance. maybe Sweden needs to learn what that means.
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Wednesday 07 October
By Jenny
I think that Toys R Us is just trying to advertise to the" majority", and not to discrimintate against the boys that may want to play with Barbies or girls that want to play with action figures.
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Wednesday 07 October
By John F. C. Taylor
6th grade? That makes these kids12 y.o.? Hardly old enough to know what they're talking about with a few rare, intelligent exceptions. I would suspect that they were led into this by a teacher trying to be politically correct. Of course, Toys R Us could avoid this by using a static display method in their next catalog. No children at all. Just the tys and costumes by themselves.
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Wednesday 07 October
By Erin
I think it's great that the kids see something wrong with Toys R Us catalogs. Sure, boys and girls are wired differently, but it's personality that's most important. I'm a girl, I love violence and I have a terribly huge ago, and proud of it. I grew up detesting dolls and getting into fights with boys my age. In my opinion Toys R Us should show some boys playing with dolls and some girls with machine guns, since some people are actually like that. It's time to remove all this stereotyping and let kids grow up in an environment where they choose who they want to be without being pressured.
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Wednesday 07 October
By Billy
Who comes up with this crap, boys want to be princesses sometimes? My butt.
If he's on the path of being gay sure but penis and clit have there reasons for being different and we sure hell don't need to feminize the world anymore than it is.
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Wednesday 07 October
By CCaudle
I could not agree more with DAllen nor could i add anything more seeing how that is so close to my own point of view.
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Wednesday 07 October
By Warydude
Oh but I am 6-4 250lbs I want to be a princess and dress up like one...roll eyes in total disbelief the world is feminized enought already.
Where did this crap come from the feminist movement what a sick people.
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Wednesday 07 October
By alschrod
The Swedes are right! There's no place in the world anymore for macho stereotypes, and girls don't keep house, cook OR play with dolls exclusively/. Now if only the Swedes had the backbone to protect their own society from immigrants, I'd respect them more. Shame!!
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Wednesday 07 October
By Bill30097
This is a load of BS. I hope Toys R Us ignores these nincompoops.
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Wednesday 07 October
By Liz Jones
Where's the outrage with Toys R Us for using Whoppi Goldberg, describing her as a "child advocate", after her defense of a child rapist?
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Wednesday 07 October
By Arussell
Why is it you don't see male models in the Victoria's Secret catalog wearing the latest miricle bra and angle wings?
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Wednesday 07 October
By Hey Hey
My daughter would rather play dress up over going out and playing with action figures. Some people are pathetic in their attempts to gain any type of recognition. This was an ad for toys. Let's get real.
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Thursday 15 October
By URADope
Hey Hey Hey - Stupid ass - the reason your daughter would rather play dress up is because that what she's been taught. If she were exposed to a more diverse set of options, she wouldn't be doing just that. You are teaching her to be as narrow minded as you are.
Wednesday 07 October
By Heather
Waaaaaaaaaa you aren't being fair waaaaaaaaaaaaaaaaaaaaaaa. Get over it! If you don't like the toys don't buy them! There is a reason for gender rolls, men can do certain things that women can't and there are certain things women can do that men can't. It's part of life. Deal with it.
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Wednesday 07 October
By wstarhopper
It seems nowdays that someone is going to complain about something. And if they cant find something to complian about they will make it up. So why even put out a catolouge? It will only make some one upset . So just do business as usual I guess.
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Wednesday 07 October
By Davis
Think all toys, activities etc should be introduced to both boys and girls. Would be real good to see that.
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