The Stomatol Sign - Stomatolskylten

The Stomatol Sign is one of Stockholm's most beloved landmarks, a glowing piece of nostalgic advertising history perched above the rooftops of Södermalm. Erected in 1909, the illuminated neon sign depicts a cheerful child brushing their teeth, promoting the Swedish toothpaste brand Stomatol. At nearly 12 metres tall, it has flickered over the city for well over a century, becoming as much a part of Stockholm's skyline as its church spires and waterways. Locals hold it with genuine affection, and any proposals to remove it have met fierce resistance. It stands today as a rare, cherished survivor of early commercial advertising culture.