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Popular toy maker LEGO is making great strides towards diversity, according to a new study published by the brand on Monday. The company vowed to rid its toys of “gender bias and harmful stereotypes” to make them more accessible to girls and to discourage bullying among boys because of “ingrained stereotypes.”
Lego has already stopped labeling its products by gender, and its website does not allow toys to be searched by gender. Chief Product and Marketing Director Julia Goldin said the company is working on designing toys that boys and girls will like because of a new study.
“Our job now is to encourage boys and girls who want to play with sets that may have traditionally been seen as ‘not for them,'” Goldin said. “The benefits of creative play, such as building confidence, creativity and communication skills, are felt by all children, and yet we still experience age-old stereotypes that define activities only as appropriate for one particular gender.”
“We in the LEGO Group know that we have a role to play in achieving this solution, and this campaign is one of several initiatives we are taking to raise awareness and ensure that LEGO plays as inclusively as possible,” Goldin continued. . “All children need to be able to reach their true creative potential.”
The survey found that 42 percent of girls said they were worried they would be ridiculed for playing with toys “usually associated with” boys, and 71 percent of the boys in the survey said the same about toys labeled girls. .
“These insights underscore the roots of gender bias around the world,” said Gina Davis, founder of the Geena Institute for Gender in the Media.
Changes to LEGO toys must take effect immediately.
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