Lego pledges to ‘remove gender bias’ from its products

Written by Megan C. Hills, CNN

Lego has introduced plans to take away gender bias from its merchandise, after a research commissioned by the model discovered that ladies are hindered by “unequal and restrictive” attitudes in direction of creativity and play.

Though the Danish toy maker didn’t define particular adjustments to its merchandise or advertising, it introduced Monday that it has dedicated to making sure they’re “freed from gender bias and dangerous stereotypes.”

The transfer comes after researchers interviewed nearly 7,000 kids and fogeys in seven nations about their views on careers, extracurricular actions and toys. The research, which was carried out on Lego’s behalf by actress Geena Davis’ eponymous analysis institute, discovered that 76% of oldsters would encourage their sons to play with Lego bricks whereas simply 24% would achieve this with their daughters.
LEGO has launched a new campaign titled 'Ready for Girls' to celebrate the UN's International Day of the Girl.

LEGO has launched a brand new marketing campaign titled ‘Prepared for Ladies’ to have fun the UN’s Worldwide Day of the Lady. Credit score: Courtesy Lego

Revealed to coincide with the UN’s Worldwide Day of The Lady, the report additionally discovered that folks had been nearly 5 instances extra more likely to encourage ladies to play dress-up than boys, and round 4 instances extra more likely to encourage ladies to bop or cook dinner and bake. Conversely, mother and father had been way more more likely to encourage boys to play coding video games or partake in sports activities.

Lego mentioned in a press launch there was a “want for society to rebuild perceptions, actions and phrases to assist the artistic empowerment of all kids.”

“The advantages of artistic play resembling constructing confidence, creativity and communication expertise are felt by all kids and but we nonetheless expertise age-old stereotypes that label actions as solely being appropriate for one particular gender,” mentioned Julia Goldmin, Lego Group’s chief advertising officer, in a press release.

Elsewhere within the research, researchers discovered that the majority mother and father imagined a person when requested to consider varied professions — no matter whether or not they had a daughter or not. The gender bias was most pronounced when it got here to professions like engineering, which 89% of oldsters pictured as extra of a person’s job. They had been additionally over 5 instances extra probably to consider athletes and scientists as males.

11 year old Mahiru Suzuki, a Japanese schoolgirl who created a marching band, is one of the young women featured in the campaign.

11 12 months previous Mahiru Suzuki, a Japanese schoolgirl who created a marching band, is likely one of the younger ladies featured within the marketing campaign. Credit score: Courtesy Lego

Committing to creating Lego “extra inclusive,” the model additionally introduced a brand new marketing campaign titled “Prepared for Ladies,” which celebrates feminine creativity. A collection of accompanying quick movies spotlights the achievements of women and younger ladies together with Fatima Alkaabi, the “youngest inventor” within the United Arab Emirates, and 11-year-old Chelsea Phaire, who based a charity offering artwork provides to deprived kids in America.

Goldmin mentioned, “We all know now we have a job to play in placing this proper, and this marketing campaign is one in all a number of initiatives we’re setting up to lift consciousness of the problem and guarantee we make Lego play as inclusive as doable.”

Lego has beforehand come underneath hearth for reinforcing gender stereotypes. In 2011, the model’s “Lego Buddies” vary was criticized for focusing on ladies with pink magnificence parlors and cupcake bakeries. However the model has additionally championed inclusion in recent times, with a rainbow-colored LGBTQ-themed set known as “Everyone seems to be Superior” (a reference to a tune from “The Lego Film”) hitting cabinets in Could.

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