LEGO Announced its Plans to Remove Gender Bias Marketing from Toys
Francesca Mercurio — October 12, 2021 — Life-Stages
References: designboom
LEGO announced its plans to ditch gender-specific marketing strategies in the upcoming year.
The Danish toy giant plans to work with The Green Davis Institute and UNICEF to ensure its marketing techniques are accessible and inclusive to all - regardless of gender. Currently, LEGO markets many of its toys with phrases such as "for girls" and "for boys." However, after conducting several studies, the company has realized that these stereotypical marketing strategies hinder young children from building confidence and promote outdated gender norms.
To celebrate LEGO's new initiative, they have launched a campaign promoting the rethinking and divergence from old-fashioned gender norms through creative problem-solving. The new 'Ready for Girls' campaign will encourage creativity regardless of gender and create an inclusive space for youth to grow and play.
Image Credit: Golubovy / Shutterstock, designboom, designboom, designboom
The Danish toy giant plans to work with The Green Davis Institute and UNICEF to ensure its marketing techniques are accessible and inclusive to all - regardless of gender. Currently, LEGO markets many of its toys with phrases such as "for girls" and "for boys." However, after conducting several studies, the company has realized that these stereotypical marketing strategies hinder young children from building confidence and promote outdated gender norms.
To celebrate LEGO's new initiative, they have launched a campaign promoting the rethinking and divergence from old-fashioned gender norms through creative problem-solving. The new 'Ready for Girls' campaign will encourage creativity regardless of gender and create an inclusive space for youth to grow and play.
Image Credit: Golubovy / Shutterstock, designboom, designboom, designboom
Trend Themes
1. Gender-neutral Toy Marketing - Removing gender-specific marketing strategies in toys can create a more inclusive environment for children's growth and play.
2. Creative Problem-solving Campaigns - Campaigns promoting creativity and independent thinking can help shift societal views and promote inclusivity.
3. Partnerships for Inclusivity - Collaborating with organizations like The Green Davis Institute and UNICEF can help companies create more accessible and inclusive marketing techniques.
Industry Implications
1. Toy Industry - The toy industry can adopt gender-neutral marketing strategies and create more inclusive toys for children.
2. Advertising Industry - The advertising industry can promote inclusivity by more accurately reflecting diverse populations and avoiding gender stereotypes.
3. Nonprofit Industry - Nonprofit organizations can collaborate with companies to promote inclusivity and advocate for social progress.
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