LEGO has announced it is building towards removing gender stereotypes (fixed ideas about boys and girls) from its toys.
The company conducted a global survey of 7,000 children and parents to get to know its audience across the world. It discovered that harmful gender stereotypes are still restricting many children and their parents.
Gender stereotyping means assuming that only boys or girls will prefer certain things, like saying that only girls can like the colour pink and only boys can like the colour blue. It could also
mean saying that only certain toys will appeal to one sex, such as science LEGO sets being for boys.
Researchers found that, although many girls were feeling more confident about exploring a range of different activities, the same couldn’t be said for lots of boys. More than seven out of ten boys quizzed were worried they would be made fun of if they played with what they described as “girls’ toys”. Many of their parents shared their concerns.
Research leader Madeline Di Nonno said: “Parents are more worried that their sons will be teased than their daughters for playing with toys associated with the other gender.”
“We’re working hard to make LEGO more inclusive,” said Julia Goldin, LEGO’s chief product and marketing officer.
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