Popular children’s toy company Lego announced it is launching new “gender neutral” toys in a bid to become more “inclusive” and force ‘woke’ ideology on kids.
The Lego Dreamzzz line will debut with several new models, including a Pegasus horse, a “nightmare shark ship,” and a bunny with blue and pink stripes named Bunchu.
The “inclusive” ‘gender neutral” Lego characters will also feature in a new television show premiering on May 15.
In a statement to USA TODAY, Chief Product and Marketing Officer Lego Group, Julia Goldin, said:
“We have always been focused on ensuring that LEGO play was for all children, but within the recent years, we have focused more on putting systematic processes into place to ensure LEGO products and marketing be as inclusive as possible.”
“We don’t use gender segmentation and we test all products with boys and girls, just as you can only [shop for Lego] products by passion point and not gender.”
According to a survey commissioned by the Lego Group in 2021, attitudes regarding children’s activities remain unequal and constrained by gender biases.
The survey result prompted the company to go more ‘woke,’ announcing the production of gender-neutral toys.
LEGO Group’s Head of Product Marcia Marks Laursen said the research prompted the company’s push towards inclusivity.
“We wanted to invite both genders equally to this franchise, so it’s important that everything we developed would resonate with boys and girls equally,” she told the Herald Sun.
Director of the culture, prosperity and civil society program at the Centre for Independent Studies, Reverend Peter Kurti, added: “They’re aiming it at parents who are themselves wanting to play down gender stereotypes and impose non-conformity on their kids.”
USA Today reported:
The research, commissioned by the Lego Group and carried out by the Geena Davis Institute on Gender in Media, found attitudes toward children’s activities and future goals continue to be unequal and confined to gender biases.
In a survey of almost 7,000 parents and children aged 6-14 worldwide, the majority of children reported feeling confident in engaging in a wide range of activities — including those that have been historically gendered.
But girls expressed this stronger than boys. For example, 82% of girls agreed that girls can play football and boys can practice ballet, compared to 71% of boys. And 42% of girls said they worry about being made fun of for playing with a toy typically associated with the other gender, compared to 71% of boys — a fear often shared by parents.
“Girls are more likely to consider a wider range of jobs versus boys,” Madeline Di Nonno, president and CEO of the Geena Davis Institute, told USA TODAY. “The girls are ready; we just have to get out of the way.”
LEGO’s website says its “long-term ambition is a completely gender-balanced organization at all levels by 2032.”
“At the LEGO Group, we believe children are our role models. We look to them for inspiration every day and want to help them break down gender stereotypes and create opportunities for everyone.”
“We measure and report on the progress on the share of women globally and set annual targets for the share of women at Director level and above, i.e., women in executive positions.”
It further states, “Diversity is the visible and invisible dimensions that make each of us unique. We want our organization to reflect the diversity of the world we operate in and seek to inspire. Currently, we focus on gender, ethnicity, LGBTQIA+ communities, and people with disabilities.”
READ: ‘NON-WOKE’ Super Mario Bros. Tops North American Box Office for 4th Weekend, Earns Additional $40M
