Danish toy catalogues 'too white' for Sweden

The Local Denmark
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Danish toy catalogues 'too white' for Sweden
BR's catalogue is one of those being criticized by a Swedish campaign group. Screenshot: BR/Top Toy

The Danish toy company Top-Toy is under fire from a Swedish group that claims that two of the toy stores operated by the company have catalogues that are “too white”.


A Swedish advocacy group is up in arms after Swedish newspaper Metro analyzed the catalogues for four toy stores, including two that are operated by the Denmark-based Top-Toy, and found just two total photos of non-white children. (Update: Top-Toy has responded to the criticism
The catalogues of BR, Toys R Us, Leklust and Lekia are packed with photos of white children playing with toys and other potential Christmas presents. Top-Toy operates BR throughout the Nordics and owns the franchise rights for Toys R Us and the Swedish and Danish Christmas catalogues of both stores use the same photos and layout. 
Swedish campaign group Equalisters, which aims to correct imbalances of ethnic minority and gender representation in media, culture and business, has criticized the findings. It says the brochures fail to reflect diversity in Sweden, where around a fifth of the population now has roots outside of the country.
"These catalogues are too white. I think it's really sad for non-white children. I think this kind of thing can affect their sense of what they can become and do in the future and how welcome they feel in Sweden," Equalisters chairperson Seher Yilmaz told The Local’s team in Stockholm.
She said that parents of white children should join the organization's campaign efforts.
"Think about how you would feel if people who looked like your children were never seen anywhere in the media," she added.
Metro said it was seeking a response to the latest race allegations from all the companies concerned. The Local received a response from Top-Toy on Tuesday.


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