The Danish giant of the famous bricks has decided to eliminate ‘male’ and ‘female’ labels from its products.
Lego has announced that it is eliminating ‘gender stereotypes’ from its products. The decision was taken after receiving and examining the results of a special survey.
The research commissioned by Lego from the Geena Davis Institute on Gender in Media revealed that children have more problems playing with packs designed for girls for fear of being teased (71% of respondents). While girls have no problem whatsoever in choosing products designed for boys.
Not just fear on the part of the children, but perhaps more so on the part of the parents themselves, who “are more concerned that their sons will be teased than their daughters for playing with toys associated with the other gender”, according to the CEO of the Geena Davis Institute on Gender in Media, Madeline Di Nonno.
Hence the decision to remove the words ‘male’ and ‘female’ from their product labels and replace them with ‘passion’.