LEGO Vows To Remove Gender Norms From Toys To Encourage Inclusivity
Image via LEGO
LEGO announced on Monday its pledge to remove gender bias from its toys moving forward, a move prompted by research findings indicating that girls are still being held back by gender stereotypes despite being ready to overcome them.
A survey commissioned by the toymaking firm investigated almost 7,000 parents and children, aged six to 14 years old, in China, the Czech Republic, Japan, Poland, Russia, the UK and the USA.
Notable highlights in the results show that “girls are ready for the world but society isn’t quite ready to support their growth through play.”
Image via LEGO
Compared to boys, girls feel less restrained by conventional gender biases—74% of boys and 62% of girls believe that some activities belong “just” to either gender—and are more open towards creativity that doesn’t subscribe to these traditional gender norms.
However, this isn’t necessarily reflected in their parents. Most creative professions have parents visualizing a male, and careers in science and sports are shown to have an 85% chance to conjure the image of a man. The percentage increases to 89% when the term “engineer” is raised.
It’s not just the girls who are struggling against the norms: boys are hindered, too. The survey revealed that 71% of boys state they worry about being made fun of if they play with a toy that’s usually “for girls,” as compared to 42% of girls for the opposite.
As expected, rigid gender norms benefit absolutely nobody.
Image via LEGO
To combat this, the company has stated that it will “ensure any child, regardless of gender identity, feels they can build anything they like.” In its statement, it reveals that it has developed a mini guide to help champion this shift, as well as created some short films to celebrate “inspiring and entrepreneurial” young girls.
Additionally, the firm has stated to NBC News that it has begun to change its product and marketing departments from being focused on gender to being focused on individual “passions and interests.”
Image via LEGO
“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 label activities as only being suitable for one specific gender,” explains Julia Goldin, CMO of the LEGO Group.
The company’s new Ready for Girls campaign wants to “help girls rebuild the story and welcome more girls to LEGO building” and make sure they “aren’t losing out” on the toy thanks to societal expectations.
As it becomes more “committed to making LEGO play more inclusive” for everyone regardless of gender identity, the firm is working with the Geena Davis Institute on Gender in Media and UNICEF to ensure that its products and campaigns reflect this moving forward.
Happy International Day of the Girl! 🥳 Bold, innovative and inspiring – girls’ creative energy is rebuilding the world. Together, let’s get the world ready for girls!#LEGO #RebuildTheWorld #DayOfTheGirl pic.twitter.com/dYQfp7o0CA
— LEGO (@LEGO_Group) October 11, 2021
[via NBC, image via LEGO]
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