Lego announced that they are heading in a different direction with their products moving forward. The company promises to have their line of products be “accessible to all and free of gender bias and harmful stereotypes.”
It was on October 11th, that the company put forth a mission statement on their website to alert the public of some recent findings. The research that they conducted was specifically related to their products in relation to females.
The project was carried out with the help of the Geena Davis Institute, commemorating UN’s International Day of the Girl. It also coincidentally got Lego’s Ready for Girls campaign off to a pivotal start.
The study showed that a whopping 71% of boys felt out of place or awkward while playing with toys normally made, or marketed, for girls. On the other hand, 42% of girls stated that they were uncomfortable playing with toys or a product normally made for boys.
This undoubtedly set the wheels in motion for Lego, a company that has been in business since 1949. Despite their long run on the market, they are seriously dedicated to changing with the times. It is perhaps this that supports the reasons for their longevity.
Julia Goldin, who acts as CMO at the Lego Group, stated:
“The benefits of creative play such as building confidence, creativity and communication skills are felt by all children and yet we still experience age-old stereotypes that label activities as only being suitable for one specific gender”
“At the LEGO Group we know we have a role to play in putting this right, and this campaign is one of several initiatives we are putting in place to raise awareness of the issue and ensure we make LEGO play as inclusive as possible. All children should be able to reach their true creative potential.”
This undoubtedly makes for a positive stride for their company and undoubtedly acts as a precedent. Hopefully it will serve as an example and inspiration to other companies and other products to do the same.
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