The Drum Awards Festival - Official Deadline

-d -h -min -sec

Social Media Amsterdam

Suit Supply 'Toy Boys' campaign accused of being sexist towards women, founder argues the opposite


By John McCarthy, Opinion Editor

February 25, 2016 | 7 min read

A provocative ad campaign from a Dutch fashion company has been widely branded as sexist and misogynist by social media users – however the brand has argued that its creative shows the power of women and underlines the fact that females are titans.

A campaign called ‘Toy Boy’s from Suit Supply shows a series of miniaturised suited and booted chaps interacting with scantily clad titan models. Forms of interaction include breast riding, undressing and more – sparking dissent online.

The ads which have been shared online and are widely promoted in Amsterdam in OOH media buys and more can be seen below.

Company chief executive and founder, Fokke de Jong, claimed that the scale of the men against the women means the women are not being objectified, he told Buzzfeed: “Sexism implies inequality, I think our press release and idea about the campaign says a lot. Its called toy boys depicting the men as little dolls together with giant beautiful women that play with the men.

"Sexism implies inequality, if you want to read any form of sexism in here than it has to be towards the men they obviously do not have the upper hand here.”

The vast majority of social media users disagreed with this viewpoint.

The company's press release states: “Sometimes it seems like it's a woman's world these days, and we just live in it, so what's a guy to do? You're a modern gentleman, but the tables have turned. You have a certain way with the ladies... that is, until they have their way with you. You're a playboy, but what happens when the playboy becomes the plaything?

"Well, the water's warm, the women are beautiful, and the sky is drenched by the sun. And most importantly of all, you've got your best suit of armour on your back. Suddenly, it's obvious. There's nothing else to do. Simply sit back, and enjoy the ride."

The fashion brand was founded in 2000 in Amsterdam, its campaign remains active despite the backlash.

Social Media Amsterdam

More from Social Media

View all


Industry insights

View all
Add your own content +