After a study found that children are “hold back” by “embedded gender stereotypes”, Lego, the world’s largest toymaker, announced On Monday, its future products and marketing will be free of gender bias and harmful stereotypes.
a report Lego’s survey of nearly 7,000 parents and children in China, the Czech Republic, Japan, Poland, Russia, the UK and the US found that “society needs to reconstruct perceptions, actions and words to support the creative empowerment of all children”. the wanted.”
research found that 71% Boys worry that they will be mocked if they play with a toy usually belonging to the opposite sex, compared to only 42% of girls.
76% of parents surveyed said they would encourage their son to play with Lego, with only 24% of parents recommending it to their daughter.
Lego said it is committed to creating more inclusive toys and ensuring that children’s creative ambitions are not restricted.
company no longer labeled Its products are “for girls” or “for boys” and its website does not allow searches by gender.
LEGO’s “Ready for Girls” campaign was announced and launched on Monday, marking the United Nations’ International Day for the Girl Child.
Despite disruptions in supply chains around the world, Lego posted 46% growth in first half sales in 2021, cementing its position as the world’s largest toymaker, According to NS wall street journal.
“Parents are more concerned that their sons will be teased to play with toys belonging to the other gender than their daughters,” madeline di nonoThe CEO of the Geena Davis Institute on Gender in the Media said, Guardian. “But it is also that behaviors associated with men tend to be over-valued in society. Unless society recognizes that behaviors and activities involving women are just as valuable or important, parents and children may be tempted to embrace them. Will be.”
Several toy manufacturers have recently made efforts to remove gender bias from their products. In February, potato head maker Hasbro made the brand gender-neutral by removing “Mr.” by its name. Hasbro’s announcement came the same week that the US House of Representatives passed broad legislation prohibiting discrimination based on gender, sexual orientation and gender identity. The Equality Act, which still needs to be approved in the Senate, would amend federal law, including the Civil Rights Act of 1964 and the Fair Housing Act, to explicitly include anti-discrimination protections for LGBTQ Americans. Previously, Mattel, best known for its Barbie dolls, launched a line of gender inclusive doll. “The toys we give to children and the qualities they are instilled can have a lasting impact on their lives.” According to Melissa Hogenbaum is the editor of BBC Reel and the author of “The Motherhood Complex”.
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