- Lego is announcing a new line of toys for children free from gender stereotypes
- The idea is to stop reproducing the dominant macho discourse in society, which has a great impact on girls and boys
- The Lego initiative aims to promote the creativity of infants, since it is oppressed by the stereotypes that are governed in society
A new line of Lego toys is coming and it will be one free of gender stereotypes with which it will promote equity between girls and boys.
There is no doubt that the issue of inclusion is one of the most important these days and to which brands are already joining with the idea of making a difference for the future.
Society at a global level has changed a lot and people’s consumption habits are not the same as a few years ago; the mentality, in that sense, is very different and, for this reason, the demands of consumers are also.
That is why, more and more, brands are generating other types of links with their customers or consumers, adapting to the needs that they present and that, without a doubt, are setting trends around the world.
Within this framework, what is new is being prepared by Lego, the Danish toy company, which is announcing a new line of toys free of gender stereotypes and more oriented towards equity and inclusion.
The idea of this new line of products is to stop reproducing the dominant macho discourse in society, which has a great impact on girls and boys. Now, the Lego initiative aims to promote the creativity of infants, as it is oppressed by the stereotypes that are governed in society.
Through a statement, the company mentioned that this idea arises after conducting a survey of seven thousand parents and children between the ages of six and 14 in China, the Czech Republic, Japan, Poland, Russia, the United Kingdom and the United States. United, which reveals that infants are more susceptible to the consequences of sexism.
Likewise, this report revealed that girls are more open to doing activities that are generally considered for boys, which prevents them from developing their creativity to the maximum level.
Lego’s initiative joins one of the main trends of recent years, which is governed by the concept of inclusion, equity and freedom from stereotypes that, in many ways, can violate the integrity of people .
To all this we must add the fact that we are living in an era in which, every day, companies are required to be more responsible in that sense and not continue to reproduce discourses that only generate more division among society.
Just as Lego is covering this market that is becoming more and more present and important, other brands, such as Tommy Hilfiger (to name a few) are also developing their own products aimed at a new society that does not identify with traditional standards or stereotypes. gender, but appeal more to the freedom of being.
Starting from this, we speak of a great advance of humanity in terms of equity, although much remains to be done so that, more than a trend, it becomes a reality of daily life.