LEGO unveil their 'rebuild the world' Christmas 2020 advert
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According to the findings, the main issues were found in how kids play with the toys, as well as their plans for their careers in the future after playing with Lego. Research showed that although girls were becoming more confident when it came to playing with the Lego toys, the same could not be said for boys.
Madeline Di Nonno, the chief executive of the Geena Davis Institute on Gender in Media said: “Parents are more worried that their sons will be teased than their daughters for playing with toys associated with the other gender.”
Ms Di Nonno added: “But it’s also that behaviours associated with men are valued more highly in society.
“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.”
The survey found that seventy-one percent of boys who would be playing with what was described as “girls’ toys” were worried that they would be made fun of for playing with these toys.
Julia Goldin, the chief product and marketing officer at the Lego Group has now committed to making Lego toys “more inclusive” than what they are today.
Ms Goldin said: “We’re working hard to make Lego more inclusive.”
Ms Goldin added: “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.
“Our job now is to encourage boys and girls who want to play with sets that may have traditionally been seen as ‘not for them’.”
@gezmond2 tweeted: “The world has gone mad.”
@BlessedUnicorn1 tweeted: “If Lego really wants to be “inclusive”, they should start with lowering their eye-watering prices so that more parents can actually afford it.”
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However, there were also tweets that were in full support of the decision by Lego.
@PhilosopherAnti tweeted: “Give your kids the chance to play with whatever they want and accept their choice, whatever it is.”
They added: “Most kids are walking cliches: Generally, boys will play with ‘boys toys’ and girls will play with ‘girls toys’, not because they are ‘conditioned’, but because that’s what they like.
“We MUST accept it when they mix things up, but also not worry when they follow the stereotype.”
@Erzjespel tweeted: “Hallelujah! About bloody time!”
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