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.”
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 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.”
