Lego, the Danish toy firm, is making some massive modifications. On Oct. 11, 2021, the United Nations’ Worldwide Day of the Woman, Lego pledged to take away gender stereotypes from its toys and advertising and marketing, together with ending the apply of labeling toys “for girls” and “for boys.”
This gender-neutral strategy was the result of a survey they commissioned from the Geena Davis Institute on Gender in Media, to mark the Worldwide Day of the Woman, and to introduce Lego’s “Ready for Girls” marketing campaign. According to the survey:
The analysis findings present that women are prepared for the world however society isn’t fairly able to help their progress by play. Women really feel much less restrained by and are much less supportive of typical gender biases than boys with regards to inventive play (74% of boys vs. 62% of ladies consider that some actions are simply meant for women, whereas others are meant for boys), and they’re extra open in direction of various kinds of inventive play in comparison with what their mother and father and society usually encourage. For instance, 82% of ladies consider it’s OK for women to play soccer and boys to apply ballet, in comparison with solely 71% of boys. Nonetheless, regardless of the progress made in women disregarding prejudice at an early age, basic attitudes surrounding play and inventive careers stay unequal and restrictive, in response to this analysis.
The survey findings continued, “girls are typically encouraged into activities that are more cognitive, artistic and related to performance compared to boys who are more likely to be pushed into physical and STEM-like activities (digital, science, building, tools). Parents from this study are almost five times as likely to encourage girls over boys to engage in dance (81% vs. 19%) and dress-up (83% vs. 17%) activities, and over three times as likely to do the same for cooking/baking (80% vs. 20%).”
Julia Goldin, the chief product and advertising and marketing officer for Lego, informed The Guardian that Lego not labeled any of its merchandise “for girls” or “for boys.” The Lego website not classifies toys by gender.
The corporate has additionally pledged to make “LEGO play more inclusive and [ensure] that children’s creative ambitions – both now and in the future – are not limited by gender stereotypes.”
“Girls Are Ready to Overcome Gender Norms but Society Continues to Enforce Biases That Hamper Their Creative Potential.” Lego.com, 11 Oct. 2021. https://www.lego.com/en-id/aboutus/news/2021/september/lego-ready-for-girls-campaign/. Accessed 13 Oct. 2021.
“Lego Pledges to Make Toys More Gender-Neutral and Eliminate Stereotypes after Global Survey.” The Washington Publish, 12 Oct. 2021. www.washingtonpost.com, https://www.washingtonpost.com/world/2021/10/12/lego-eliminates-gender-bias-stereotypes/. Accessed 13 Oct. 2021.
“Lego to Remove Gender Bias from Its Toys after Findings of Child Survey.” The Guardian, 10 Oct. 2021. https://www.theguardian.com/lifeandstyle/2021/oct/11/lego-to-remove-gender-bias-after-survey-shows-impact-on-children-stereotypes. Accessed 13 Oct. 2021.