Lego announced Monday it will stop producing gendered toys after a study found girls are “held back by society’s ingrained gender stereotypes as they grow older.”
Lego said in a statement: “We know there is work to do which is why from 2021, we will work closely with the Geena Davis Institute on Gender in Media and UNICEF to ensure LEGO products and marketing are accessible to all and free of gender bias and harmful stereotypes.”
The Danish toymaker on Monday, the United Nations’ International Day of the Girl, also launched a Ready for Girls campaign to “Get the world ready for girls.”
According to the study, commissioned by Lego and conducted by the Geena Davis Institute, about 4 in 10 girls and 3 in 4 boys surveyed felt uncomfortable playing with toys associated with the other gender, and parents tend to encourage gender-specific activities.
Another toymaker, Hasbro, rebranded its iconic Mr. Potato Head toy earlier this year and introduced a new gender-neutral potato head family with diverse body parts and clothes.