Woke Gone Weird: What The Heck Is Genderless Lego?

Written By BlabberBuzz | Tuesday, 12 October 2021 14:59

Lego vowed to eliminate gender bias in its toys to make them more appealing to girls.

The announcement on Monday refers to an international study commissioned by the Lego Group and administered by the Geena Davis Institute on Gender in Media found that girls were more comfortable breaking with what society typically encourages for their gender in terms of recreation and toys than boys.

"We're working hard to make Lego more inclusive," said Julia Goldin, Lego's chief product and marketing officer.

The toy company ceased citing its toys as being intended for girls or boys. Instead of seeking products based on gender on its website, the company has instituted themes nicknamed "passion points."

"New research commissioned by the LEGO Group 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 gender stereotypes as they grow older," Lego said in its statement. "Despite the progress made in girls brushing off prejudice at an early age, general attitudes surrounding play and creative careers remain unequal and restrictive."

NO SCIENCE TO CALIFORNIA'S CRACKDOWN ON GAS

NO SCIENCE TO CALIFORNIA'S CRACKDOWN ON GAS

"These insights emphasize just how ingrained gender biases are across the globe," said Geena Davis, the founder of the institute and an Oscar-winning actress.

According to its website, Lego's announcement was released on the United Nations' International Day of the Girl, which attempts to strengthen and promote the rights of girls and young women from low-income and middle-income countries.

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The study, which asked around 7,000 parents and children ages 6 to 14 from countries such as China, the Czech Republic, Japan, Poland, Russia, the United Kingdom, and the United States, also revealed that most parents encouraged their sons to do more sports-related activities or engineering while pushing their daughters in the direction of cooking, dancing, or dress up.

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WATCH: CHICAGO'S EVIL MAYOR VILIFIES COPS ON CAMERA

"Parents are more worried that their sons will be teased than their daughters for playing with toys associated with the other gender," said Madeline Di Nonno, chief executive for the Geena Davis Institute on Gender in Media.

Lego joins the ranks of several toy companies that have already begun attempts to make their toys more gender-inclusive. For example, Hasbro announced in February that it would be removing the "Mr." from the brand name and logo for its Mr. Potato Head toys.

California Gov. Gavin Newsom signed Assembly Bill 1084 on Oct. 16 that will require larger department stores to have gender-neutral toy sections starting in 2024, the Washington Post reported .

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