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Lego Promises To Remove “Gender Bias” From Its Products

Provided By - Video Elephant on October 12, 2021
Lego has committed to making its toys “free of gender bias and harmful stereotypes”. A study commissioned by the company found that girls are hindered by "unequal and restrictive" attitudes towards play. Researchers interviewed nearly 7,000 children and parents from seven countries around the world. 76% of parents would encourage their sons to play with Lego, while just 24% would recommend it to their daughters. The study also found that most parents imagine a man when asked about various professions. Parents were six times more likely to think of athletes and scientists as men than women. We still experience age-old stereotypes that label activities as only being suitable for one specific gender, Julia Goldmin, Lego Group's chief marketing officer. Lego has launched a new campaign called “Ready for Girls” to promote inclusivity and celebrate female creativity

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