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According to new research released by the brand on Monday, the popular toy maker Lego is moving towards diversification. The company vowed to eliminate “gender bias and harmful stereotypes” in its toys, make them more accessible to girls, and prevent bullying among boys due to “deep-rooted stereotypes.”
Lego has stopped labeling its products by gender, and its website does not allow searches for toys by gender. Chief Product and Marketing Officer Julia Goldin said that due to new research, the company is working hard to design toys that appeal to boys and girls.
“Our job now is to encourage boys and girls who want to play sets that may traditionally be considered’not suitable for them’,” Golding said. “All children can feel the benefits of creative play, such as confidence building, creativity and communication skills, but we still experience ancient stereotypes of marking activities as suitable for only one specific gender.”
“At the LEGO Group, we know that we can play a role in correcting this problem, and this event is one of many steps we have taken to raise awareness of the problem and ensure that we make LEGO as inclusive as possible ,” Golding continued. “All children should be able to realize their true creative potential.”
The study found that 42% of girls said they were worried about being ridiculed for playing with toys “usually associated with” boys, and 71 boys in the survey had the same view of toys labeled as girls.
“These insights underscore the deep-rooted gender biases around the world,” said Gina Davis, founder of the Gina Media Gender Institute.
The changes to Lego toys will take effect immediately.
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