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Lego has pledged to eliminate gender stereotypes and labels from their products.

Oct 14 2021

Lego has pledged to eliminate gender stereotypes and labels from their products. Following a global study that found parents and kids are still influenced by gendered notions of career and play, the “world’s largest toymaker” has announced a new gender neutral approach, and promised to offer more diverse characters and roles so no children will feel unwelcome. The brand is getting rid of marking toys “for boys” or “for girls,” and has reportedly already stopped categorizing sets by gender on its site. YPulse’s Millennial parent report shows that 73% agree that they want to raise their children without being influenced by traditional gender norms—but that aspiration can be difficult in real life when so many products are still separated by gender. A new California law will require large retailers to provide gender-neutral displays for childcare products by Jan. 1, 2024, and we could see more brands embrace gender neutral products as demands grow. (The Washington PostAdweek)