Lego to tackle gender bias after boys fear playing with ‘girls’ toys’

LEGO will remove gender stereotypes from its toys after commissioning a global survey that found boys feared they would be “made fun of” if they played with products aimed at girls.

The Danish toymaker has long found its products are more popular among boys than girls.

Following research published to mark the UN International Day of the Girl, Lego said it would focus on creating products aimed at both genders.

Lego commissioned the Geena Davis Institute on Gender in the Media to survey 7,000 parents and children aged six to 14 from around the world.

Seventy-one per cent of boys would not want to play with girls’ toys because they would worry about being mocked by their peers or adults, the report found. The same was not true of girls, who were happy to play with toys marketed at the opposite gender.

It also found that parents were more likely to encourage their daughters to dress up, dance or bake, while boys were more frequently pushed towards taking part in Stem activities: science, technology, engineering or maths.

Julia Goldin, the chief product and marketing officer at the Lego Group, said of the decision: “We’re working hard to make Lego more inclusive.

“Traditionally, Lego has been accessed by more boys, but products like [arts and crafts line] Lego Dots or Lego City Wildlife Rescue Camp have been specifically designed to appeal to boys and girls,” she told The Guardian.

Madeline Di Nonno, the chief executive of the Geena Davis institute, said: “Until societies recognise that behaviours and activities typically associated with women are as valuable or important, parents and children will be tentative to embrace them.”