Scandinavian Toys"R"Us licensee Top-Toy has taken a new approach to making sure kids get what they really want for Christmas: a fully gender-blind catalog that erases the line between boys' and girls' toys.

For many decades the tide has slowly been turning on forcing kids to play with toys and games considered fitting for their gender. By now we all know that some girls want to storm the castle, and some boys like brushing hair, and neither is necessarily a comment on a child's personality or developing sexual orientation. Now we have a catalog that reflects that wisdom.

When you think about it, Top-Toy's catalog is a clever move: it opens up parents and kids to buy toys (from them, of course) which they might not have previously considered thanks to the typical advertising bias. It could result in a lot of new sales in previously untapped markets! Or at the very least, it could expose kids to the idea that sharpshooting and pushing a vacuum cleaner are not gendered activities.

Below are a few more pictures from the new catalog:

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