LEGO Announces Removal of Gender Labelled Products from Stores to Promote Inclusivity. Though the iconic bricks have remained a gender neutral toy for people of all ages, the company is looking to end the stigma that gender labeled and marketed items should dictate who uses LEGO products for various projects. The company is set to remove the “For Girls” labelling from boxes that tend to host products with pastels and pink colored bricks or figures to prevent bullying and harassment of children who just want to play with LEGO’s from different sets.
According to LEGO, the primary concern honest come from girls playing with toys labelled “For Boys”, but from the stigma that boys couldn’t play with toys labelled “For Girls” without ridicule from friends and loved ones. Parents have expressed this concern and hesitation with LEGO and now the famed toy company is set to make their product gender neutral in an effort to end the stigma.
“Parents are more worried that their sons will be teased than their daughters for playing with toys associated with the other gender,” shared chief executive of the Geena Davis Institute on Gender in Media, Madeline Di Nonno, “But it’s also that behaviours associated with men are valued more highly in society. Until societies recognise that behaviours and activities typically associated with women are as valuable or important, parents and children will be tentative to embrace them.” Di Nonno was hired by LEGO to research the concerns.
“We’re working hard to make Lego more inclusive,” added Julia Goldin, chief product and marketing officer at the Lego Group. “Traditionally, Lego has been accessed by more boys, but products like [arts and crafts line] Lego Dots or Lego City Wildlife Rescue Camp have been specifically designed to appeal to boys and girls.”
It is currently unknown if the change will be made immediately during production and distribution of LEGO products, but be sure to check back here at Chip and Company for updates and all things LEGO!
Featured Photo Credit: LEGO
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