Lego has gone fully woke with its new announcement that it will o longer sell toys geared towards boys because they have discovered that boys are bigots.
The building block company says that it has conducted a study and found that little boys don’t want to lay with Lego sets designated for girls, so Lego intends to put an end to boys and girls toys and will now go “gender neutral.”
The company’s woke announcement was recently reported by the UK Guardian:
Researchers found that while girls were becoming more confident and keen to engage in a wide range of activities, the same was not true of boys.
Seventy-one per cent of boys surveyed feared they would be made fun of if they played with what they described as “girls’ toys” — a fear shared by their parents. “Parents are more worried that their sons will be teased than their daughters for playing with toys associated with the other gender,” said Madeline Di Nonno, the chief executive of the Geena Davis Institute on Gender in Media, who conducted the research.Trending:
“But it’s also that behaviours associated with men are valued more highly in society,” said Di Nonno. “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 study found that parents still encouraged sons to do sports or Stem activities, while daughters were offered dance and dressing up (girls were five times more likely to be encouraged in these activities than boys) or baking (three times more likely to be encouraged).
Lego Group chief product and marketing officer Julia Goldin explained further:
“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,” said Goldin. The Lego mandate is now to promote nurturing and caring as well as spatial awareness, creative reasoning and problem solving.
The Let Toys Be Toys campaign was launched in 2012 in the UK to put pressure on children’s brands to expand their marketing and include both genders, so that no boy or girl thinks they are playing with “the wrong toy”. But progress is slow. A 2020 report by the Fawcett Society showed how “lazy stereotyping” and the segregation of toys by gender was feulling a mental health crisis among young people and limiting perceived career choices.
Lego is going all in for the extremist, woke agenda. The funny thing is, they seem to think that mere branding and name changes will suddenly get little boys interested in girly things.
I’ll bet they find out otherwise. And in the meantime they’ll have wasted millions if not billions of dollars on retooling their packaging, advertising, and branding.
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