Awesome Photos of Boys & Girls Turn Gender Roles Upside Down

Inspiring 12

leklust catalogFirst meatballs, then IKEA, then Alexander Skarsgard. Seems like everything that comes out of Sweden is stellar, even the toy catalogs: The latest offering from toymaker Leklust cleverly turns traditional gender roles upside down and sideways with photos of a boy dressed as Spider-Man pushing a pink stroller and a little girl driving a race car. About time, right?

Thank you (again), Sweden!

Here's what I found really funny (as the mother of both a daughter and a son): The first time I looked at the images nothing even struck me as out of the ordinary. Because as every parent knows, little kids don't give a fig if the toy they want to play with is meant for a girl or a boy. I want it, therefore it shall be mine.

Kaj Wiberg, the male CEO of Leklust, totally gets it:

"Gender roles are an outdated thing," he says. “I’m 71 years old, and those of us who have worked in this industry for a while know that boys play with doll houses. We know that boys can play with Barbie dolls."

But guess what? Some people -- people who must either blind, stubborn, or both -- apparently DON'T know that boys can play with Barbie dolls, as evidenced by some of the comments left on the website of an English-speaking Swedish newspaper:

“The right pic is just ridiculous. Spiderman is supposed to be a superhero, not a nanny."

“OMG Only in Sweden. I imagine some Nazi feminist pushed this through and the cowed metrosexual men sat meekly by.”

Sadly, I'm sure there are plenty of other people out there who'll be outraged by these ads. Which is exactly why we need more of them. Because gender roles ARE an outdated thing.

It's just that everybody hasn't figured that out yet.

What do you think about these photos?


Image via Leklust

girls, boys, toddler toys


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Brooke Wunderley Hrinda

Ok, honestly I have no real problem with this... however I do agree (sort of) with the comment about Spiderman. Why the need for the Spiderman costume? Why didn't they just have a cute little boy pushing the stroller? In my opinion, the ad looks silly because of that.

Mandago Mandago

That Spiderman picture could be my son. @Brooke, there is no need for the Spiderman costume, but that's never stopped a kid from playing the way he wants to. That's the great thing about a kid's imagination - Spiderman can push a baby in a stroller.

cecil... cecillesmommy

Looks like playtime at my house! :)

the4m... the4mutts

My son dresses like a ninja *halloween costume* and plays with baby dolls, at the same time.

He wouldn't be caught dead in girls' clothes by his own choice, but toys? Yah, they're all up for grabs.

On the flip side, my 2yr old son wears princess dresses and calls himself "Princess Brandon Renee"

My daughters sword fight, play with trucks, and wear toy hardhats.

I don see the big issue

nonmember avatar kaerae

Interesting that we assume it's a boy in the spiderman costume...

nonmember avatar Jamie

This could easily be my son, the only thing missing would be the Dracula cape from the Halloween before and a Rainbow Brite doll. In his little imagination he was a good father that also fought crime and was Transylvanian royalty in his spare time:)

Aeris... AerisKate

I honestly could care less what the ads look like because as everyone above has said - kids are going to play with whatever they want to play with.  

Nicho... NicholasMama608

I agree with Brooke.  I think the costume makes the ad look silly.  I don't care that boys play with "girl" toys and girls play with "boy" toys.  My son has a baby doll he plays with along with a purple and pink minivan for his Little People to ride in and the purple doll house for Little People and wears my heels around the kitchen because he likes to make them "click on the floor" but the costume in the ad just doesn't seem to fit.  It's almost as if they are trying to hard.

nonmember avatar Dani

Looks like my daughter, she loves her spiderman costume, and her dolls.

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