Yes, with a brushed universal motor, the direction is set by the relative polarity of the magnetic fields of the field winding and armature. If the wires are long enough, reversing the connections to the brushes will reverse the spin.
It's hard to tell from the photo whether the angle of the brush gear is rotated slightly to increase power in it's normal rotation direction, but if the brushes are at 90' to the stator pole pieces then it should run equally well in either direction (the brushes will be noisy for a while until they bed in to the new direction).