One feminist blogger and father, John Marcotte, was fed up with the Halloween costume selections for his daughters. He noticed a "disturbing" contrast between the outfits offered to boys and those for girls. He found that the costumes for boys were "brave, scary, smart, adventurous" but the costumes for girls were only "cute."

“...the girls’ costume aisles are usually fairies and princesses, and [this] tells them that the only thing society values about them is their appearance.”

Marcotte is also the founder of Heroic Girls, an organization that advocates for better representation of girls and women in media and comics. He also added that the limited costumes available for women also "tell them that the only thing society values about them is that they look "sexy."

This is why he decided to start the #MoreThanCute campaign. The campaign encourages parents to "dream big" and to dress their children in costumes that are more than just cute.

Many parents all over the world can empathize with Marcotte. “Over and over again, I hear things like: ‘My daughter has this same problem! She wants to be a superhero, but she doesn’t want to wear a tutu or carry a wand,’” he added.

Marcotte is asking parents to think creatively about their daughters' costumes and to dress them as something different. He also asks that parents share their photos on social media using the hashtag #MoreThanCute.

Here are some images from the #MoreThanCute hashtag:

“I am the father of two little girls, and nothing makes you a more active feminist than wanting them to have the type of limitless opportunities they deserve.”