Now the Danish toymaker is pledging to get rid of gender stereotypes from its items, after a global survey of kids and parents highlighted ingrained social gender predisposition..
Lego commissioned the Geena Davis Institute on Gender in Media to survey 7,000 kids and moms and dads aged 6– 14.
Reacting to its study, Lego launched its Ready for Girls campaign and announced that toys are now listed on its website by theme and age– but not by gender. Its variety will also include more female good example..
Main image: Vlad Hilitanu.
Encouragingly, the study revealed how ladies feel significantly confident to get associated with all types of play. It discovered they were still hindered in life by gender predisposition– typically by their own moms and dads. Some 89 per cent of surveyed papas and mums thought about engineers as being men rather than ladies, for example..
The study exposed how young boys, too, face prejudice in play, when they play with toys generally related to the opposite sex. As many as 71 per cent of young boys compared to 42 percent of girls feared ridicule if they played with such a toy, significance– for example– that kids risk losing out on nurturing abilities by not having fun with dolls..
In 2021, Hasbro revealed it was dropping the Mr from the Mr Potato Head brand name and logo design, “to promote gender equality and inclusion”. And in 2016, Mattel vowed to expand its Thomas the Tank Engine franchise by including more female train characters and buddies from countries such as India, Brazil and Mexico.
The Let Toys Be Toys project was launched in 2012 in the UK to put pressure on kidss brands to reevaluate their marketing messages and include both genders, so that no kid or girl thinks they are playing with “the wrong toy”..
Research found that Lego stereotypes prevent girls, young boys and their parents. The Danish company vowed to do something about it
Encouragingly, the research study revealed how girls feel increasingly positive to get included in all types of play. It discovered they were still hampered in life by gender bias– typically by their own parents.
Legos brilliantly coloured bricks have actually been literal building blocks of imagination for generations of kids..
” The advantages of innovative play such as developing communication, imagination and confidence abilities are felt by all kids and yet we still experience age-old stereotypes that identify activities as just appropriating for one particular gender,” states Legos chief marketing officer, Julia Goldin..
The LEGO variety will consist of more female function models, the company announced. Image: Mark Cocksedge.