Lego, the world’s largest toymaker, believes that its iconic blocks can help build not just buildings and bridges, but also a more inclusive society.
The company, whose brightly colored building blocks and figures are sold in over 130 countries, has vowed to remove gender stereotypes from its products, including labeling that designates toys as “for girls” or “for boys,” in an effort to cater to the preferences of its young consumers.
“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,” Lego’s chief marketing officer, Julia Goldin, stated in a press release.
“At the LEGO Group we know we have a role to play in putting this right,” she added.
The toymaker’s announcement also comes in response to a global survey, commissioned by Lego and conducted by the Geena Davis Institute on Gender in Media, that shows that girls were more open to engage in different types of play than boys, but societal norms about play, including attitudes of their parents, limited their potential.
Lego says the study surveyed nearly 7,000 parents and children in seven countries. In addition, LEGO summarizes the study by stating that “girls are ready for the world, but society isn’t quite ready to support their growth through play,” referencing gender biases against its own products.
In any case, Lego is going to market its products in a gender-neutral manner and its website no longer categorizes brick sets by gender.