Danish toy giant LEGO has announced that it will endeavour to remove “harmful” gender stereotypes from its line because boys are reluctant to play with toys marketed towards girls.
Lego, one of the largest toy companies in the world, announced on the United Nations’ ‘Day of the Girl’ that it would seek to make gender-neutral toys in order “to ensure LEGO products and marketing are accessible to all and free of gender bias and harmful stereotypes.”
Research commissioned by the Danish toymaker carried out by the Geena Davis Institute on Gender in the Media found that 71 per cent of boys prefer not to play with girl toys as they would expect to be made fun of by other children or adults. Girls, on the other hand, were said to be fine with playing with either line of toys.
The study of 7,000 parents and children between six and 14-years-old throughout the world also claimed that boys were encouraged by their parents to take part in activities surrounding the STEM fields of science, technology, engineering, and maths, while girls were said to be pushed towards traditionally feminine activities such as dressing up, dancing, and baking.
Julia Goldin, the chief product and marketing officer at the LEGO Group, said in a statement: “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.