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Dreamland – Déballe Tes Rêves

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This sweet, sensitive ad for the toy store, Dreamland, shows a world where children don’t have to choose in between dolls or superheroes.

After brand research revealed that kids usually don’t gender their toys until their parents do it first, Dreamland has put out an ad that reminds children to choose the toys you want to play with, not the toys you think your parents want. 

A trio of brothers leave out Christmas wish-lists for St. Nick, and while two of the boys choose traditional “boy's” toys, one continues to be drawn to a very pretty doll. He throws away the letter that asks for the toy and runs upstairs, assuming that nobody would get the doll for him. When he comes back down after a long, sad night, all three boys receive exactly what they wanted - doll included. 

Sentimental, and notably absent of politics, gender terminology, or any dialogue at all, this ad by Mortierbrigade/Brussels hits all the right notes. There’s no judgement, no shame, just a little boy who gets to play with the toy he wants to play with. It’s a refreshing change from the typical ad that depicts characters who defy gender norms, and Unpack Your Dreams ends with everyone happy, which is all we want for kids anyway.

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