For the past few years gender equality has been a big issue in Sweden, with laws being introduced requiring teachers to actively work to dispel gender stereotypes in the classroom. The country—clearly after my own heart with this one—has even introduced the gender-neutral pronoun hen.

This newfound pressure to promote gender equality is what got Top Toy to shift focus with their new Christmas catalog. “We have produced the catalogues in a completely different way this year,” says director of sales Jan Nyberg. “For several years, we have found that the gender debate has grown so strong in the Swedish market that we… have had to adjust.”