Barbie, LEGO Diversity Goals Have Big Impact on Girls of Color

Oct. 28, 2021 — Final yr, on a visit to Disney Springs, the buying advanced at Walt Disney World in Orlando, FL, Brianna Watson, a spouse and motherhood blogger, and her then-3-year-old daughter, Ari, walked by the Lego Retailer, the place Mickey Mouse, Maleficent, and different characters had been featured in Lego type.

“I need some!” Ari exclaimed excitedly.

Ari, who Watson, 29, describes as “the definition of girly woman” with a passion for fairly clothes and skirts, began pre-K in August.

After recognizing a field of Legos in her classroom, it grew to become clear to Watson that Ari’s curiosity within the building toys by no means waned. She started asking to get to school round 7:30 a.m., giving her half an hour of Lego play earlier than class begins.

“It’s sometimes her by herself or with one other boy, or her trainer will go over there and play together with her for just a little bit,” Watson says.

Whereas Legos are historically often known as being merchandise “for boys,” Ari’s love for building Lego towers and castles isn’t essentially distinctive, according to new analysis commissioned by the Lego Group and carried out by the Geena Davis Institute on Gender in Media.

Women are sometimes keen to participate in all sorts of artistic play, together with STEM (science, expertise, engineering, arithmetic)-related actions, like building the Empire State Constructing utilizing marshmallows and toothpicks or making their very own cloud with water, ice, hairspray, and a Mason jar.

However many lose curiosity as they get older, and widespread societal beliefs about what constitutes ladies’ vs. boys’ activities play a significant position, findings present.

At this time, ladies make up near half of the U.S. workforce, however solely characterize 27% of STEM employees, according to the U.S. Census Bureau.

Black (2%) and Hispanic (2%) ladies make up lower than 5% of employees in STEM-related occupations, according to the Nationwide Science Basis.

In efforts to fight these gender disparities, Lego launched its “Prepared for Women” campaign on Oct. 11, the United Nations’ Worldwide Day of the Lady Baby.

Lego vows to take away gender bias from its merchandise and advertising, and it’ll check merchandise with girls and boys, says Julia Goldin, chief advertising and product officer for the Lego Group.

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