Boys pushing prams and girls playing with tool kits is not the usual fare for Christmas toy advertising, but one company in Spain has taken a stand.
Toy Planet has decided to do away with the gender stereotyping that is so often enforced on children from a young age and for a second year in a row will advertise its Christmas range as unisex.
According to El Pais, the initiative began a few years ago after the company tested a few posters on Twitter and Facebook and received a positive response.
While Toy Planet's general director Ignacio Gaspar told the paper that while the campaign has been well-received by customers, they now want to see other toy companies joining them.
This is still an unresolved matter in the industry. They've congratulated us a lot, but the support has been more about attitude than about behaviour
It’s still hard going. If communication is not encouraged, it’s hard for someone to take the helm with the changes. Who does it? The families? The companies? It’s like a dog chasing its tail.
In the UK, the campaign group Let Toys Be Toys, is also "asking the toy industry to stop limiting children's imaginations and interests by promoting some toys as only suitable for girls, and others only for boys".