In reaction to this situation, a campaign group Pinkstinks was formed in the UK in 2008[8] to raise awareness of what they claim is damage caused by gender stereotyping of children.[9] Further, clothing companies have started to sell clothes that are unisex or gender-neutral, such as Swedish companies Polarn O. Pyret,[10] while others have been founded specifically to offer such items, such as Tootsa MacGinty.