NEW! Systeme U Creates Gender-Neutral Holiday Catalog

by Amy Corr @MediaPostOTL, December 28, 2015

Systeme U, a food retailer in France, launched a Christmas toy catalog in which toys were gender-neutral. Supporting the catalog is a video that shows how kids are taught at a young age the difference between toys for boys and toys for girls. Kids are interviewed one-on-one and describe how pink toys are for girls and superhero figures are for boys. Things change, however, when 14 kids are brought to a playroom and not told what to play with. There are boys cooking in the kitchen and changing baby diapers, and girls playing with cars and drills. These moments made the #GenderFreeChristmas catalog. See it here, created by TBWA\Paris.

ad campaign, creative, holiday, video

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