Skip to main content

Toy Store Commercial Casually Tosses Gender Norms Aside, Is Great as a Result

The holiday season is almost upon us—after we get all spooky for the rest of the month—and that probably means we’ve got a lot of gendered advertising coming our way, since we still live in a world of “boys'” and “girls'” toy aisles. Before that all kicks off, then, why not watch this UK commercial for Smyths Toys Superstores that tosses the gendered marketing out the window and gives us a kid who wants to fly through space and wear dresses?

And he doesn’t recoil at the sight of the color pink! To a lot of us—and to plenty of commenters on Facebook—nothing about the commercial probably feels too remarkable at all, but that’s just the thing: The all-too-common gendered marketing for toys doesn’t match up with a lot of our experiences with real kids. Kids just want to play and use their imaginations, and the way toys are marketed puts too many artificial limits on how they do it.

More like this, please.

(via Hello Giggles, image via screengrab)

Want more stories like this? Become a subscriber and support the site!

The Mary Sue has a strict comment policy that forbids, but is not limited to, personal insults toward anyone, hate speech, and trolling.—

Follow The Mary Sue on Twitter, Facebook, Tumblr, Pinterest, & Google+.

Have a tip we should know? [email protected]

Filed Under:

Follow The Mary Sue:

Dan is many things, including a game developer, animator, martial artist, and at least semi-professional pancake chef. He lives in North Carolina with Lisa Brown (his wife) and Liz Lemon (his dog), both of whom are the best, and he will never stop reminding The Last Jedi's detractors that Luke Skywalker's pivotal moment in Return of the Jedi was literally throwing his lightsaber away and refusing to fight.