Equality Lego plans to eliminate gender stereotypes in its toys – Underlying research shows that parents think men are more creative than women

The toy manufacturer does not intend to distribute its toys separately to boys or girls, nor is it able to search its website for toys based on gender.

Danish toy manufacturer Lego plans to break gender stereotypes by making its products more suitable for all children, both girls and boys, says the British magazine The Guardian.

The reform is based on a study commissioned by the company, in which, for example, more than 70 percent of boys would simply be ridiculed if they played with the toys they described as “girls’ toys ”. The boys’ guardians were also afraid of the same.

“We are working hard to make Lego more inclusive,” Lego Product and Marketing Manager Julia Goldin stated to The Guardian.

According to Goldin, Legos have traditionally been popular with boys, but he told the British newspaper that the company no longer distributes its products separately to boys or girls. For example, the company’s website is no longer able to search for toys by gender.

For research nearly 7,000 older children and children aged 6–14 years participated in China, the Czech Republic, Japan, Poland, Russia, the United Kingdom and the United States.

“When children play with toys that are combined into toys of the opposite sex, parents are more concerned about bullying their sons than about bullying their daughters,” said Geena Davis, director of the Gender in Media company that conducted the study. Madeline Di Nonno The Guardian.

The institute was founded by an Oscar-winning actor Geena Davis in 2004 and has been consulting Lego on gender bias and harmful stereotypes since the beginning of this year.

Lego told of the results of the study and its intentions on Monday at UN International Girls’ Day. At the same time, the company announced campaign, which focuses on girls who “build the world through creative problem solving”.

According to Lego, research shows that society is not ready to support girls ’growth through play. In the perceptions of the parents who participated in the study, men were more creative than women.

For example, 85 percent of parents thought the researcher or athlete was a man, and nearly 90 percent thought the engineer was a man.

The perceptions of the children in the study were also very similar, although the range of occupations for girls was wider for both men and women than for boys.

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