From the day they are born, kids are surrounded by clichés and gender stereotypes. So to help make the next generation a little more equal, U Supermarkets decided to create a gender stereotype-free christmas catalogue. We started with a video where 15 kids were invited in a studio full of toys with no rules about what to play with. Only to play. And naïvely… they did, proving there was no such thing as toys for girls or boys. Just toys. A photographer turned every playful moments into pictures for U Supermarkets Gender Free Christmas Catalogue. And 1.2 million copies of this one-of-a-kind catalog in the french retail industry have been distributed all over France.

During Christmas time, U Supermarkets’ Gender-Free Christmas toys catalogue has been distributed in-stores (+1.550 U Supermarkets) and to 1.2 million people all over France, directly in their mail box. The video was broadcasted on Youtube pre-roll ads, Twitter and national TV during 15 days. In addition, a print campaign supported U Supermarket’s social commitment to gender equality in the national press during Christmas weekend. Finally, a PR and E-PR campaign supported the launch of both video and catalog toward media and influencers during December.

U Supermarkets’ Gender Free Christmas catalog campaign has been an unprecedented success for the brand. Its social commitment to gender equality has been applauded by its consumers and generated respect from competitors, parents, media and even French politicians. The campaign #NoelSansPrejuges (#GenderFreeChristmas) generated a passionate debate on gender equality and the role of toys in education. Reaching 35.6 millions people on-line with free media coverage and 95% positive comments. 3 Million people off-line through free press articles, radio and TV news show in France. The video has been awarded #1Video of the month by Youtube in December. U Supermarket’s tweet launching the campaign got 4.36 million impressions (+5653,5%) and the brand earned +22% followers. French politicians including Minister for Woman Rights and Paris Mayor tweeted about the campaign. And even a major competitor declared they will change their next christmas catalogue following U Supermarkets example.