OK, so he went to a birthday party today at Build-A-Bear. And when they invited him to go and choose a bear to build, he settled on the pinkest, sparkliest campest one in the shop - the assistant actually came over to me and asked if this was OK (I do not think I look like that much of a Daily Mail reader myself...). I said of course it was, it was up to him what he had.
I kind of like the fact that this was a birthday bash for 7 and 8 year old boys at build-a-bear anyway: maybe there is hope for a less gender-obsessed future.