8/18/2023 0 Comments Girls toysInstead, the website offers themes that it calls “passion points”. On consumers cannot search for products by gender. Goldin said Lego no longer labelled any of its products “for girls” or “for boys”. The Geena Davis Institute found that parents of both sexes rated men as “more creative”, were six times as likely to think of scientists and athletes as being men rather than women, and more than eight times as likely to think of engineers as men. A 2020 report by the Fawcett Society showed how “lazy stereotyping” and the segregation of toys by gender was fuelling a mental health crisis among young people and limiting perceived career choices. The Let Toys Be Toys campaign was launched in 2012 in the UK to put pressure on children’s brands to expand their marketing and include both genders, so that no boy or girl thinks they are playing with “the wrong toy”. The Lego mandate is now to promote nurturing and caring as well as spatial awareness, creative reasoning and problem solving. “Traditionally, Lego has been accessed by more boys, but products like Lego Dots or Lego City Wildlife Rescue Camp have been specifically designed to appeal to boys and girls,” said Goldin. Since the start of 2021, the Geena Davis Institute has been auditing Lego and consulting to “address gender bias and harmful stereotypes”, and the company has promised to remove gender bias from its lines. “We’re working hard to make Lego more inclusive,” said Julia Goldin, the chief product and marketing officer at the Lego Group, the world’s largest toymaker. It surveyed almost 7,000 parents and children aged six to 14 from China, the Czech Republic, Japan, Poland, Russia, UK and the US. The Danish toymaker commissioned the report for the UN International Day of the Girl on Monday. If dolls are being pushed on girls but not boys, then boys are missing out on nurturing skills.” “So if girls aren’t playing with Lego or other construction toys, they aren’t developing the spatial skills that will help them in later life. This was a problem since toys offered “training opportunities”, she said. “We encourage girls to play with ‘boys’ stuff’ but not the other way around.” “There’s asymmetry,” said Prof Gina Rippon, a neurobiologist and author of The Gendered Brain. “These insights emphasise just how ingrained gender biases are across the globe,” said Geena Davis, the Oscar-winning actor and activist who set up the institute in 2004 to combat negative gender stereotyping and foster inclusion. The study found that parents still encouraged sons to do sports or Stem activities, while daughters were offered dance and dressing up (girls were five times more likely to be encouraged in these activities than boys) or baking (three times more likely to be encouraged).
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