War On X-Mas Heats Up As Toy Store Inverts Gender Norms

Swedish toymaker Leklust will undoubtedly incur the wrath of One Million Moms and other fake advocacy groups with its Christmas catalog, which depicts a boy playing with a dolly, a girl shooting a Nerf gun, among other non-conforming imagery.

It’s not he first time Leklust has bucked gender norms: In a circular from April the company depicted a girl riding a tractor and a boy pushing a baby carriage in full Spider-Man regalia.  Oddly, the world didn’t come to an end.

Leklust CEO Kaj Wiberg has defended his company’s choice: “I’m 71 years old, and those of us who have worked in this industry for a while know that boys play with dollhouses,” he said in the spring. “We know that boys can play with Barbie dolls.”



Get Queerty Daily

Subscribe to Queerty for a daily dose of #advertising #business #children stories and more


  • sivsong

    There is something horribly unsettling about that child in the Spiderman costume.

  • Joshua

    Ahh, yes, sweden, the country where they try to stop calling boys and girl – he and she, but something non-genderspecific.

  • 2eo

    I don’t know about you but that castle in the second picture is awesome. I would own the hell out of it, especially as it appears to be owned by Optimus Prime.

  • 2eo

    I wish there was a war on christmas, it just doesn’t fee like a battle anymore. They’ve got Bill O’Reilly and Pat Robinson and then there is me and my atheist friends, none of whom are paedophiles or rapists.

    We have no chance.

  • FStratford


    Dude that’s an homage to the spIder man movie where spidery saved the baby in a stroller.


  • DarkZephyr

    @2eo: Scrooge.

Comments are closed.