Lego is doing away with gender bias from its world-famous toys.
The Danish toymaker announced on Monday to guarantee that children can play with their colorful building blocks regardless of gender. The move is in response to gender-focused research conducted by Lego, which confirmed that girls wanted to participate in different types of play than boys. Still, the views of their parents and society limited them from doing so. The study included almost 7,000 children and parents across seven countries.
The company is now working hard to “ensure any child, regardless of gender identity, feels they can build anything they like.”
Lego, which is sold in more than 130 countries, did not elaborate on what modifications it would be making. However, the company’s chief product and marketing officer, Julia Goldin, says “age-old stereotypes” often label certain toys and activities as only suitable for one specific gender.
Rebecca Hains, a children’s media culture expert and professor at Salem State University, praised the toy company’s decision and hopes that other toy manufacturers will follow their lead.
This announcement is the latest move in the toy industry to neutralize playthings for all children. California has become the first state to rule that large department stores must display children’s products in gender-neutral ways.
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