John Marcotte created #MoreThanCute, a campaign to encourage girls and their parents to "dream big" and think beyond the "cute" costumes seen in shops.
"Boys are given a full range of costumes that tell them they can be anything they want, but 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 told BuzzFeed.
"If you are a girl, even superhero and zombie costumes come complete with a tutu and a magic fairy wand," he wrote.
"That cycle needs to be broken. We think girls dream just as big as boys. We think their potential is unlimited. We think that their costumes should be 'more than cute'."
The dad-of-two asked parents to post photos of their daughters' Halloween costumes on Twitter, Facebook or Instagram with the hashtag, and sure enough, they took up his challenge.
Slappy From Goosebumps
Batman And Ninja Turtle
Others posted photos of their children's costumes on Twitter, including this toddler in a shark costume, a spiderman and stormtroopers.
I think we can all agree, they're #MoreThanCute and totally awesome.