Lego Vows to Go Gender-Neutral, Making Parenting The Tiniest Bit Easier

Entertainment

Jezebel 11 October, 2021 - 03:00pm

The company, whose colorful building blocks and figurines sell in more than 130 countries, said it wants to make its products more inclusive so that children’s ambitions are not limited by gender. 

“The company will ensure any child, regardless of gender identity, feels they can build anything they like,” Lego said in a statement. 

Lego vowed to make its products “free of gender bias and harmful stereotypes,” saying there is a need for wider society to “rebuild perceptions.” 

Lego did not elaborate on what exactly it would modify about its products to bring about these changes. However, in an emailed statement to NBC News, the company said it has transitioned its product and marketing department from gender-focused product groups to groups focusing on "passions and interests." The company also said it has recently published a diversity and inclusivity playbook for its product design and marketing teams. 

“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,” Julia Goldin, chief product and marketing officer, said in a company statement.

The research involved nearly 7,000 parents and children in seven countries, Lego said.

Some praised Lego's decision, saying other companies would feel compelled to follow its lead.

“If manufacturers and stores alike stop relying on gender stereotyping in their appeals to children, we could begin to see more noticeable changes to the children’s marketplace,” Rebecca Hains, professor of media and communication at Salem State University and children’s media culture expert, said in a Facebook post, commenting on the announcement.

“They’re such a force in the industry that perhaps where Lego goes, others will follow,” she said.

The United Kingdom-based Let Toys Be Toys campaign, which challenges gender stereotypes in toy marketing, also welcomed the news on Twitter, saying the negative effects of gender stereotyping on children is something they have been raising with Lego since 2012. It also noted purple and blue branding of some Lego sets, catering to boys and girls differently.

“The idea that girls and boys play or should play with different toys is harmful — it reinforces harmful stereotypes,” said Pragya Agarwal, behavioral scientist and visiting professor of inequities and social justice at England's Loughborough University.

On Saturday, California became the first state to say large department stores must display products like toys in gender-neutral ways.

Lego’s announcement came on the U.N. International Day of the Girl Child, which focuses global attention on the challenges girls face worldwide and promotes the empowerment of girls. 

The United Nations says that while some progress has been made in recent years, women and girls still carry the burden of gender inequality, with discriminatory laws and social norms remaining pervasive, and women continuing to be underrepresented at all levels of political leadership. Its 2020 report found that less than 50 percent of working-age women are in the labor market, and unpaid domestic and care work falls disproportionately on women, restraining their economic potential.

A 2020 report by The Fawcett Society, a U.K. gender equality group, found that harmful gender stereotypes can significantly limit children’s potential, and the toys they play with can be a contributing factor. It found that 66 percent of parents want to see companies voluntarily advertise toys to boys and girls in the same way. 

Read full article at Jezebel

Ad of the Day: Lego builds confidence through play for International Day of the Girl

The Drum 12 October, 2021 - 10:40am

Ms Giuffre is suing Prince Andrew in the US for allegedly sexually assaulting her when she was a teenager.

Prince Andrew has consistently denied Ms Giuffre's allegations.

A source close to the duke told PA Media it had "come as no surprise" the Met had decided to drop its probe.

They added: "Despite pressure from the media and claims of new evidence, the Met have concluded that the claims are not sufficient to warrant any further investigation.

"The duke has always vigorously maintained his innocence and continues to do so."

In August, the Met said it would review its decision not to investigate allegations connected to Epstein.

Ms Giuffre, 38, claims she was sexually assaulted by the prince at three locations - London, New York and on Epstein's private island in the Caribbean.

Her case claims Prince Andrew engaged in sexual acts without Ms Giuffre's consent, including when she was 17.

The Met also confirmed it had completed its review into allegations reported in June by broadcaster Channel 4 News that British socialite Ghislaine Maxwell, Epstein's former girlfriend, trafficked, groomed and abused women and girls in the UK.

The force said it had "reviewed information passed to us by a media organisation in June" and decided that "no further action will be taken".

In August 2019, US financier Epstein was found dead in his cell in New York's Metropolitan Correctional Center.

The Met previously ruled out opening an investigation into Epstein, but in August Metropolitan Police Commissioner Dame Cressida Dick said the force would review the decision.

On Sunday, the Met said: "As a matter of procedure, MPS officers reviewed a document released in August 2021 as part of a US civil action. This review has concluded and we are taking no further action."

The Met added that it will continue to liaise with other law enforcement agencies who are leading the investigation into matters associated with Epstein.

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USA TODAY 12 October, 2021 - 10:40am

Updated 8:19 AM ET, Tue October 12, 2021

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LEGO vows to free its toys and marketing from all gender bias and harmful stereotypes

Designboom 12 October, 2021 - 05:51am

from 2021, LEGO plans to work closely with the geena davis institute on gender in media and UNICEF to ensure its toys and marketing are‘accessible to all and free of gender bias and harmful stereotypes’. the danish toymaker will no longer market its products based on gender, removing phrases like ‘for girls’ or ‘for boys.’ the announcement comes after a new research it commissioned that reveals that girls today feel increasingly confident to engage in all types of play and creative activities, but remain held back by society’s ingrained stereotypes as they grow older. the study was carried out by the geena davis institute in recognition of the UN’s ‘international day of the girl’ (october 11) and to mark the launch of ‘ready for girls’, a new LEGO campaign to celebrate girls who rebuild the story of old-fashioned gender norms through creative problem solving.

the ‘ready for girls’ campaign aims to help girls rebuild the story, ensuring they aren’t losing out on the benefits of LEGO play due to societal expectations. the company vows to ensure any child, regardless of gender identify, feels they can build anything they like, playing in a way that will help them develop and realize their unique talent. the LEGO group acknowledges that boys are also battling prejudice when it comes to creative play and playing with toys that are traditionally seen as being for the opposite sex. 71% of boys vs. 42% of girls say they worry about being made fun of if they play with a toy typically associated for the other gender.

a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

LEGO vows to free its toys and marketing from all gender bias and harmful stereotypes

Brick Fanatics 12 October, 2021 - 05:51am

from 2021, LEGO plans to work closely with the geena davis institute on gender in media and UNICEF to ensure its toys and marketing are‘accessible to all and free of gender bias and harmful stereotypes’. the danish toymaker will no longer market its products based on gender, removing phrases like ‘for girls’ or ‘for boys.’ the announcement comes after a new research it commissioned that reveals that girls today feel increasingly confident to engage in all types of play and creative activities, but remain held back by society’s ingrained stereotypes as they grow older. the study was carried out by the geena davis institute in recognition of the UN’s ‘international day of the girl’ (october 11) and to mark the launch of ‘ready for girls’, a new LEGO campaign to celebrate girls who rebuild the story of old-fashioned gender norms through creative problem solving.

the ‘ready for girls’ campaign aims to help girls rebuild the story, ensuring they aren’t losing out on the benefits of LEGO play due to societal expectations. the company vows to ensure any child, regardless of gender identify, feels they can build anything they like, playing in a way that will help them develop and realize their unique talent. the LEGO group acknowledges that boys are also battling prejudice when it comes to creative play and playing with toys that are traditionally seen as being for the opposite sex. 71% of boys vs. 42% of girls say they worry about being made fun of if they play with a toy typically associated for the other gender.

a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

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