Lego has removed gender-specific labelling and advertisements from its toys after a survey revealed that males are concerned about bullying if they interact with ‘female’ products.
Lego’s chief product and marketing officer, Julia Goldin, told The Guardian that the toy manufacturer has been “working hard to make Lego more inclusive” after a recent poll revealed that 71 percent of boys were concerned about being mocked or bullied if they played with toys marketed toward girls.
Despite the fact that Lego has traditionally been more popular with boys, Goldin claims that the firm no longer identifies its items with gender labeling. Customers may no longer search for products on the Lego website by girls or boys, but can instead search by “passion points,” which include animals, space, gaming, STEM, and other interests, according to Goldin.
“We’re testing everything on boys and girls, and include more female role models,” Goldin said, adding that Lego’s current goal is to “encourage boys and girls who want to play with sets that may have been previously perceived as ‘not for them.'”
Academics in the United Kingdom welcomed the announcement, calling it “a wonderful move” and “long overdue.”
Lego has taken a positive step forward. I’d love to see other toy companies do the same. https://t.co/aLqaGMBNg6 It’s about time! https://t.co/FssuCvgWpAW We applaud this good news, but the rising “pink/blue” division in their toys since the 1980s, as well as the damaging consequences of gender stereotyping on children, are issues we’ve been addressing with @LEGO Group since our campaign began in 2012. #lettoysbetoys https://t.co/ToQCNGVTvepic.twitter.com/bhOOaXQYpu “Great news, but shocking that it’s 2021 and companies are only now waking up to the toxic impact of gendered socialisation,” said Social Inequities Professor Dr Pragya Agarwal, while journalist Tasmin Lockwood argued that removing gender-specific toys should be “mandatory” for all toy manufacturers.
Others thought Lego’s choice was “crazy” and a “gender crusade,” and called it “stupid.”
“If Lego truly wants to be ‘inclusive,’ they should begin by decreasing their exorbitant costs so that more parents can afford it,” one user grumbled.
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