What if Spiderman likes Pink?

I was reading this interesting article recently and I wondered, What about gender makes us feel so uncomfortable? 
One Swedish toy company is marketing against gender stereotypes and doing it on purpose.  A scan circulating from their new catalog shows a little boy in a Spiderman costume posing with a hot pink baby carriage. It's harmless enough, but many are up in arms about it.  But what's the big deal?

Personally, I lapsed into a fit of giggles when I saw the ad.  I still have to ask why it is so funny that a boy plays with a baby carriage.  It is actually a relatively common site to see a father pushing his child in a stroller.  Since children often seek to imitate the behavior of caregivers it should not be unreasonable for a child of either gender to want to play with a baby doll and toy stroller, especially if their are infants in their family. 
But note, no one is upset about little girls playing with baby dolls and toy strollers.  As a matter of fact little girls are encouraged to aspire to be parents while the idea of a little boy having such an aspiration is utterly horrifying to some.
Young boys seem to get the short end of the stick when it comes to gendered toys and pasttimes.  Girls can play with trucks, play sports, and watch super hero cartoons and merely be labeled a "tomboy".  On the other hand a boy who wishes to have tea parties, dance ballet, and play with Barbies invites ominous predictions of homosexuality.
The toy company's goals are admirable.  Any child should be able to play with any toy, regardless of the gender it is assigned.  But the article points to a bigger cultural development.  Apparently there is a substantial movement in Sweden to completely eliminate the concept of gender altogether. 
This, to me, sounds foolish.  Yes, gender is socially constructed but that does not mean it is imaginary or that it serves no function.  It has implications based on both biology and history that can't be ignored. 
I believe in equality between men and women.  Equality, however, in the sense that I use it, does not mean that men and women are exactly the same and ignoring gender differences is just as harmful as perpetuating gender stereotypes . 
There are certain experiences that are uniquely female, for example the ability to bear children.  Ignoring this part of female experience denies the extra difficulties women can suffer as child bearers, working mothers, or victims of sex crimes.  That is not even to mention the fact that women have long relied on other women to provide practical advice through life events, such as childbirth, that men can never offer, no matter how well intentioned or educated, simply for the reason that they will never experience it.
To ignore these differences sounds dangerously like a return to patriarchy, a slippery slope towards a "one story" view of humanity. The goal should be to treat all genders equitably, with appreciation for their different experiences, and respect for their equal ability to contribute.
So what do you think about this Swedish toy company's push against gender stereotypes?  Are they beneficial or detrimental?