Toys R Us's Stockholm superstore - can the de-gender-alization of toys be transferred to all countries?

Toys R Us's Stockholm superstore goes gender neutral | World news | The Guardian: "In a huge Toys R Us warehouse on the Kungens Kurva retail estate in south-west Stockholm, cute and cuddly rubs shoulders with cool and crazy – closer in layout to the jumble of a child's bedroom than a normal store.

In Sweden's largest toy store, play kitchens stand opposite train sets; baby strollers are piled beside a stack of toy guns; My Little Pony stares at swords and ninja costumes; princess dresses brush up against firefighter outfits. Even the Barbie house – that last redoubt of the candy-pink – is under pressure from a Lego display. "Children are not coded to blue for boys and pink for girls – they should be free to choose what they want to play with," said Jan Nyberg, sales director in Sweden for Top-Toy, which owns the franchise for Toys R Us in Nordic countries. Top-Toy is the largest toy retailer in northern Europe.

The gender debate in Sweden has intensified in the last few years, he says, and retailers have had to move with the times. The firm is also changing packaging on its own brands, and will gradually spread the gender-neutral concept to stores across the country."

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