The company noted that its findings are based only on daughters and sons, as none of the seven countries surveyed: the United States, China, Japan, Poland, Russia, the Czech Republic, and the United Kingdom identified children who do not match gender.
Summing up the study, Lego says that “girls are ready for the world, but society is not fully prepared to support their growth through play,” citing gender bias against their products. For example, 76% of parents said they would encourage their son to play with Legos, compared to 24% who would recommend it to their daughters.
“New research commissioned by the LEGO Group reveals that girls today feel increasingly confident that they can engage in all kinds of games and creative activities, but as they age, they are hampered by entrenched gender stereotypes.”
Other research topics include:
- When it comes to creative play, girls feel less constrained by typical gender bias than boys. About 74% of boys and 62% of girls expressed the belief that some activities are only for girls and others for boys.
- Girls are also more open to a variety of creative games than what their parents and society usually encourage, with 82% of girls believing that girls are suitable for playing football and boys for ballet, compared to 71% of boys.
- Boys also face prejudice when playing toys traditionally considered feminine. The survey found that 71% of boys say they are worried about being ridiculed if they play with a toy that is usually associated with the opposite sex, but only 42% of girls do so.
- Parents are almost five times more likely to encourage girls (more than boys) to engage in activities such as dancing and dressing, and more than three times more likely to do the same in cooking and baking. On the other hand, they are almost four times more likely to encourage boys to play sports and more than twice as often coding toys.
Researchers argue that these gender stereotypes influence children’s creative development and, in the long run, their potential career paths. Parents are six times more likely to think that scientists are men than women, and more than eight times more likely to think that engineers are men than women. Geena Davis Institute.
Components of the Lego Plan
Lego has promised to work with the Geena Davis Institute and UNICEF to eliminate gender bias and harmful stereotypes from its products and marketing.
She also published a A 10 step guide for an inspiring, engaging creative game and releases short films to highlight inspiring and entrepreneurial girls as part of the new Ready for Girls campaign.
A spokesman emailed NPR said the survey reinforces the company’s long-term priorities, noting, for example, that customers have not been able to search for products by gender online or in Lego stores for many years. Instead, they can choose from categories such as age, topic, hobbies, and price range.
The company will not indicate whether it plans to change specific toys or marketing campaigns. However, the representative highlighted some of Lego’s ongoing efforts, such as testing all product franchises with both boys and girls, and publicly highlighting strong examples of men and women during interviews and events.
A growing push for children’s gender-independent toys
Lego’s efforts are part of a growing trend to make childhood toys more inclusive. In fact, the company’s announcement was made just days after California Governor Gavin Newsom signed legal act requires large retailers to should not have a toy section by gender.
The law does not prohibit boys and girls from having a section in department stores, but requires them to maintain a “reasonable choice of children’s toys and items in a gender-neutral section”. Stores that fail to do so face a fine of up to $ 250 for the first violation and up to $ 500 for the second violation.
Proponents of the law say it will help increase children’s and parents’ freedom of expression, and note that products sold to girls are often more expensive. Conservative critics say the state should not interfere with the freedom of business owners to market their products.