Advertising ombudsman reviles festive season catalogue released by toy company Toys ‘R’ Us

‘Narrow-minded’ and ‘demeaning for both genders’. That’s how the Swedish ombudsman for advertising has described the Toys R Us Christmas catalogue.

Danish gender researcher and sociologist Karen Sjørup agreed, saying the catalogue - filled with pink toys and makeup for the girls and tools and weapons for the boys - was based on gender stereotypes.

‘It’s a pity for both genders,’ Sjørup told freesheet MetroXpress.

Grethe Krag-Müller, who researches children and learning at Aarhus University’s Danish School of Edcuation, said children immediately decoded whether they sided weapons and cars or with dolls and makeup.

But according to Toys R Us retail director Søren Blangsted the catalogue reflects reality.

‘Children copy what mum and dad do, and it’s actually still the women who use makeup,’ he said.

‘It’s not our responsibility to change society’s gender roles. We sell products.'