Last year a school class of twelve year olds reported ToysRus Christmas catalogue to the Advertising Ombudsman in Sweden for "sexual discrimination" in their advertising - and won.

The class said that in the catalogue "All the girls are always dressed in pink, only found on the princess and Barbie pages, posing 'awkward' and never included in any of the action toy areas". The kids suggested that the background colors of the catalogue should be made neutral instead of stark pinks and blues, that girls should also been seen on the Lego and Toy car pages and that the princess and knight dress up pages could be gender mixed as suggestions on how to "stop reinforcing traditional gender roles". The class ended their motivation with calling the catalogue "old-fashioned and insulting". The Advertising Ombudsman took their time, but have now agreed with the class and Toys R Us need to rethink that pink. Source: Aftonbladet

Last year: Fourth graders make Pottery Barn change their catalog to be more gender neutral.