_SuperU

"Bravo for your engagement against gender stereotypes."

Anne Hidalgo | Mayor of Paris

Système U, the fourth largest general food retailer in France, has committed to breaking down gender stereotypes by creating a Christmas toy catalog in which the boy/girl divide has been dropped in favor of a universe of toys for all children.

With more than 1,500 shops across France, Système U Cooperative created the first gender stereotype-free Xmas catalogue.

1,2 million catalogues distributed all over France.

Video Of The Month on Youtube.
Finalist at the Cannes Lions & Club des Directeurs Artistiques.

“The sexual toy's revolution is on."

Le Monde

AD Bruno Bicalho Carvalhaes
CW Antoine Gauquelin
ECD Benjamin Marchal | Faustin Claverie
FILM Alex&Nico
PHOTO Isabelle Franciosa