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By Amy Cheng
Washington – Lego, the world’s largest toymaker, has pledged to get rid of gender stereotypes from its merchandise – together with labelling that marks toys as “for ladies” or “for boys” – as a part of a bid to match the needs of its younger prospects.
“Despite the progress made in women dismissing prejudice at an early age, normal attitudes surrounding play and inventive careers stay unequal and restrictive,” the Danish firm recognized for its vibrant constructing blocks mentioned in an announcement on Monday, which was additionally the United Nations Day of the Girl.
“Girls as we speak really feel more and more assured to interact in all kinds of play and inventive actions, however stay held again by society’s ingrained gender stereotypes as they get older.”
Lego’s transfer comes amid heightened debate about the position that toys play in creating and perpetuating gender stereotypes.
The toymaker’s announcement additionally is available in response to a global survey, commissioned by Lego and carried out by the Geena Davis Institute on Gender in Media, that discovered that oldsters and, to a lesser extent, their kids, are nonetheless influenced by gendered notions of profession. Young women are additionally more prepared to take part in actions that reduce throughout “gender norms” than their male friends, the ballot discovered.
For occasion, when requested which gender instantly comes to thoughts upon pondering of scientists, dad and mom from seven international locations have been a lot more doubtless to say “male,” researchers discovered, utilizing online, opt-in surveys.
And whereas 82% of ladies noticed nothing mistaken with them taking part in soccer and boys doing ballet, solely 71 p.c of their male counterparts felt the identical means.
While it was heartening to see women turning into more assured, Madeline Di Nonno, the Institute’s chief government, mentioned the discrepancy may additionally mirror that boys worry being teased or bullied in the event that they play with toys related to women.
“Let the youngsters resolve what they need to play, how they need to play with it, and the way they need to categorical themselves,” she mentioned in an interview.
“Our job now could be to encourage girls and boys who need to play with units which will have historically been seen as ‘not for them’,” Julia Goldin, Lego’s chief product and marketing officer, informed The Guardian newspaper. The firm didn’t instantly reply to a request for remark early Tuesday.
The marketing campaign to make toys and different kids’s merchandise more gender-neutral has been round for a number of years.
In any case, Lego is pushing forward with gender-agnosticism when it comes to marketing its merchandise: its website not categorizes brick units primarily based on gender.