This Food Retailer Is Celebrating a 'Gender Free Christmas' for Kids With an Adorable Ad

Ungendered toys for all

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Système U, the fourth-largest food retail group in France, is tackling bigger issues than hoverboard stockage in its holiday catalog this year. With a new campaign from TBWA, it's asking: What worldview are we passing on to our kids?

The supermarket group gives us "#GenderFreeChristmas," which explores the biases kids learn about play. The ad kicks off with girls and boys authoritatively explaining which toys are appropriate for their respective genders: Tea party sets are for girls, while sports and toy guns are for boys, for example. 

But the ad demonstrates these opinions are less what kids naturally believe, and more a reflection of what they've been taught.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in