LEGO promises to create more unisex toys after the study it did
The LEGO Group says it will make the game more inclusive for children by ensuring that marketing and its products are gender-neutral and free of harmful stereotypes. The news was given on International Girl's Day.
The iconic toy company says new research has found that because of stereotypes girls are kept away from games and creative activities, even though they have the desire and ability.
Nearly 7,000 parents and children aged six to 14 years were included in the study. 82% of girls believe that it is good for girls to play football and boys to practice ballet, compared to only 71% of boys. The survey also found that LEGO is considered a 'boys' toy - with 59% of parents saying they encourage their sons to build with LEGO compared to 48% saying they encourage their daughters to play with this game.
On the other hand 71% of boys say they are afraid they will be ridiculed if they play with a toy that is usually associated with the opposite sex, versus 42% of girls.
To help combat these gender biases, LEGO is working with the Geena Davis Institute on Gender in the Media and UNICEF to ensure that LEGO products and marketing are for everyone, free of gender bias and harmful stereotypes.
The gender stereotypes found in the survey go beyond children. The research also found that parents were almost six times more likely to think of scientists and athletes as men and not women and eight times more likely to think of engineers as men and not women.