LEGO has made a commitment to eliminate gender stereotypes from their products after recognizing the negative impact that gender bias in toys can have on children’s interests and activities. Research shows that while girls are increasingly exploring a variety of activities, boys often feel pressured to avoid “girl” toys for fear of ridicule. Julia Smith, the chief marketing officer at LEGO, shared with The Guardian that, “We’re dedicated to making LEGO more inclusive.”
As a mother of three boys, I can relate to this issue firsthand. My sons have an extensive collection of LEGOs — from Star Wars to dinosaurs, and even deep-sea explorers. However, when I suggested they consider LEGO Friends sets, they exchanged hesitant glances. “Um… those figures are the wrong size,” my middle child remarked, despite wearing a unicorn shirt. His discomfort clearly indicated that he understood the unspoken rule: those sets are meant for girls.
Madeline Taylor, the CEO of the Gender Advocacy Institute on Media, conducted research for LEGO and noted that parents are often more concerned about boys being teased for playing with “girl” toys than vice versa. I, too, worry about how my sons’ friends would react if they saw them mixing LEGO Friends with their other sets. While I buy them unicorn shirts from the girls’ section (because they love unicorns), the LEGO Friends line is so distinctly colored and designed that I feel anxious about the teasing they might face for playing with such “girly” toys.
Fortunately, change is on the horizon. California has passed a new law that will take effect in 2024, requiring major retailers to introduce a “gender-neutral” toy section alongside traditional boys’ and girls’ sections. This initiative does not eliminate the existing categories but mandates the inclusion of a space free from gender bias. My son recognized LEGO Friends as a “girl toy” not just due to its color palette but also because it was separated from the other LEGO products.
Understanding the Impact of Gender Bias in Toys
Why are boys reluctant to engage with toys traditionally labeled for girls? According to Taylor, societal values place greater importance on behaviors associated with masculinity. Until we begin to appreciate the significance of activities linked to femininity, both parents and children will hesitate to embrace them.
This gender bias in toys perpetuates harmful stereotypes about acceptable behaviors for each gender. Astonishingly, 71% of boys fear playing with “girl” toys due to concerns about being teased for appearing feminine. Neurobiologist Dr. Sarah Evans emphasizes that while girls are encouraged to engage with “boys’ toys,” the reverse is not true. This disparity means that if girls shy away from construction toys like LEGOs, they miss out on vital spatial skills, while boys who avoid nurturing toys lose out on essential caregiving abilities. Toys serve as critical tools for skill development, and gender bias distorts the value placed on these experiences.
By challenging these stereotypes, LEGO and legislative initiatives in California aim to empower children beyond the limitations imposed by traditional gender roles — impacting not only their playtime but also their future career aspirations and life skills.
The Broader Effects of Gender Bias in Toys
Gender bias in toys can have deeper repercussions, as highlighted by a UK report that links such stereotyping to various societal issues, including eating disorders, body image concerns, and alarming male suicide rates. The roots of these problems can often be traced back to childhood experiences with toys.
California’s new law extends beyond toys to include “childcare items” such as sleep aids, feeding tools, and teething products. While there will still be sections for boys’ and girls’ clothing, all other categories will be required to offer gender-neutral options.
LEGO is leading the charge in demonstrating that toys can be enjoyable without being tied to a specific gender. Reflecting on my own childhood in the 1980s, my brother and I shared a vast collection of LEGOs, and the brand’s earlier advertising was free from gender bias. One former LEGO enthusiast noted that in 1981, LEGOs were simple and inclusive, allowing children’s creativity to shine. However, by 2014, the focus had shifted to delivering a gendered message, which LEGO is now striving to rectify.
As a mother of boys, I sincerely appreciate these efforts.
For more insights and stories, check out our other blog posts, including one about home insemination and pregnancy resources.
Summary
LEGO is taking steps to eliminate gender bias in its toys, acknowledging the negative impact such biases have on children’s play and interests. Recent research indicates that boys often fear backlash for playing with “girl” toys, while girls are encouraged to explore traditionally masculine activities. The state of California is also moving towards eliminating gendered toy sections in stores, creating a more inclusive environment for all children. By challenging these stereotypes, both LEGO and legislative changes aim to foster a more equitable playing field that supports skill development and broadens career aspirations for all kids.