Lego To Remove Gender Bias From Its Toys After Survey Showed Boys Fear Being Made Fun Of
Looks like Lego will be switching things up even more.
On Monday, the world’s largest toymaker vowed to get rid of its toys of “gender bias and harmful stereotypes.” This comes after a survey revealed how boys fear they will be “made fun of” if they play with toys marketed for girls. The company says its products are primarily used by young boys but will now work to remove gender bias from its toys and push towards products aimed at both genders.
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The auduing by the Geena Davis Institute on Gender in Media found that parents are “more worried that their sons will be teased than their daughters for playing with toys associated with the other gender,” Madeline Di Nonno, the chief executive told The Guardian. That research showed that 71 percent of boys worried they’d be made fun of if they played with so-called “girls’ toys.”
“We’re testing everything on boys and girls, and including more female role models,” said the company’s chief product and marketing officer, Julia Goldin. “Our job now is to encourage boys and girls who want to play with sets that may have traditionally been seen as ‘not for them,’” Goldin added. “We’re working hard to make Lego more inclusive.”
As The Guardian reports, Lego has already stopped labeling its products as “for girls” or “for boys” and its website no longer allows searches by gender.
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