The Times Australia
The Times World News

.

Lego's return to gender neutral toys is good news for all kids. Our research review shows why

  • Written by Naomi Priest, Professor, ANU Centre for Social Research and Methods, Australian National University
Lego's return to gender neutral toys is good news for all kids. Our research review shows why

Lego announced this week[1] it would work to remove gender stereotypes from its brand, including no longer marketing toys distinctly to boys or girls and ensuring products are gender-neutral.

This move by one of the world’s most powerful brands comes in response to research the Danish toy manufacturer commissioned[2] to understand how parents and children think about creativity.

The survey of nearly 7,000 parents and children across seven countries found strong endorsement of traditional gender roles among both boys and girls, with 78% of boys and 73% of girls agreeing “it’s okay to teach boys to be boys and girls to be girls”.

71% of boys were worried about being judged or made fun of for playing with toys gendered for girls and 54% of parents worry their sons will be made fun of if they play with toys associated with girls, compared to only 26% of parents worrying about the reverse.

Overall, the results suggest boys feel more pressure to conform to gender roles and norms for creative activities than girls. But the perceptions and beliefs of others may also be holding girls back. When toys are gendered, all children pay the price.

We recently conducted a systematic review of gender stereotypes and biases in early childhood[3].

Awareness of gender as a social category develops early in life, and insight into some gender stereotypes begins early. For example, preschool aged children can hold beliefs[4] such as only boys can be policemen and only girls can be teachers or nurses.

Gender and racial stereotyping and prejudice can be observed in children as young as three to four years of age, as children take on cues from around them to decode and understand the world.

Boys and girls play with lego.
Teaching children construction toys ‘aren’t for girls’ can discourage girls going into STEM fields. Shutterstock

Shopping and ‘fixing things’

When children observe different toys and tasks for different groups, they can learn stereotypes and prejudices[5], such as viewing shopping as an activity for girls and “fixing things” and using tools as activities for boys. This can reinforce rigid binary views of gender.

Such stereotypes and prejudices can be carried throughout life, making early childhood critical for setting the foundations for lifelong attitudes.

The Lego research found parents were more likely to encourage their daughters to engage in activities that are more cognitive, artistic and performative (dressing up, dancing, colouring, singing and arts and crafts), and more likely to encourage their sons to engage more in digital activities, science and building.

Read more: Barbie for boys? The gendered tyranny of the toy store[6]

Beliefs and expectations about what types of toys and play are appropriate for girls and boys can compound over time.

Some studies[7] show that play with some stereotypical girls’ toys, such as princess toys, is associated with more female gender-stereotypical behaviour among children.

Not engaging in play with construction toys may mean girls miss opportunities to develop spatial skills and mechanical reasoning skills necessary for careers in science, technology, engineering and mathematics: fields in which women continue to be under-represented[8].

Rigid gender lines

Toys are only one way in which children learn gender roles and stereotypes: they also learn from who they see around them in their daily lives, from the books they read and the TV shows they watch.

Young girl in overalls, holding lego blocks. Lego’s advertising, like this one from 1981, shows the company used to be a lot less rigid around gender. Lego

Parents and caregivers have a key role in encouraging children of all genders to engage with a wide range of activities and toys.

But since the 1970s, toys have become increasingly and rigidly[9] demarcated along binary gender lines.

Even Lego’s own marketing history demonstrates this: compare the gender neutral advertisements from the early 1980s[10] to more recent gender specific marketing[11] with pink bricks and heart shapes.

The prevention of potentially harmful gender attitudes and stereotypes in childhood – before they become entrenched – is a key element in moves to achieve gender equity and to support health and wellbeing throughout life.

Efforts to reduce the gendered nature of toys and their marketing is one step we can take to give all children more equitable options for how they see themselves, the world, and their future.

Read more: Beyond pink and blue: the quiet rise of gender-neutral toys[12]

Read more https://theconversation.com/legos-return-to-gender-neutral-toys-is-good-news-for-all-kids-our-research-review-shows-why-169722

Times Magazine

Headless CMS in Digital Twins and 3D Product Experiences

Image by freepik As the metaverse becomes more advanced and accessible, it's clear that multiple sectors will use digital twins and 3D product experiences to visualize, connect, and streamline efforts better. A digital twin is a virtual replica of ...

The Decline of Hyper-Casual: How Mid-Core Mobile Games Took Over in 2025

In recent years, the mobile gaming landscape has undergone a significant transformation, with mid-core mobile games emerging as the dominant force in app stores by 2025. This shift is underpinned by changing user habits and evolving monetization tr...

Understanding ITIL 4 and PRINCE2 Project Management Synergy

Key Highlights ITIL 4 focuses on IT service management, emphasising continual improvement and value creation through modern digital transformation approaches. PRINCE2 project management supports systematic planning and execution of projects wit...

What AI Adoption Means for the Future of Workplace Risk Management

Image by freepik As industrial operations become more complex and fast-paced, the risks faced by workers and employers alike continue to grow. Traditional safety models—reliant on manual oversight, reactive investigations, and standardised checklist...

From Beach Bops to Alpine Anthems: Your Sonos Survival Guide for a Long Weekend Escape

Alright, fellow adventurers and relaxation enthusiasts! So, you've packed your bags, charged your devices, and mentally prepared for that glorious King's Birthday long weekend. But hold on, are you really ready? Because a true long weekend warrior kn...

Effective Commercial Pest Control Solutions for a Safer Workplace

Keeping a workplace clean, safe, and free from pests is essential for maintaining productivity, protecting employee health, and upholding a company's reputation. Pests pose health risks, can cause structural damage, and can lead to serious legal an...

The Times Features

The Role of Your GP in Creating a Chronic Disease Management Plan That Works

Living with a long-term condition, whether that is diabetes, asthma, arthritis or heart disease, means making hundreds of small decisions every day. You plan your diet against m...

Troubleshooting Flickering Lights: A Comprehensive Guide for Homeowners

Image by rawpixel.com on Freepik Effectively addressing flickering lights in your home is more than just a matter of convenience; it's a pivotal aspect of both home safety and en...

My shins hurt after running. Could it be shin splints?

If you’ve started running for the first time, started again after a break, or your workout is more intense, you might have felt it. A dull, nagging ache down your shins after...

Metal Roof Replacement Cost Per Square Metre in 2025: A Comprehensive Guide for Australian Homeowners

In recent years, the trend of installing metal roofs has surged across Australia. With their reputation for being both robust and visually appealing, it's easy to understand thei...

Why You’re Always Adjusting Your Bra — and What to Do Instead

Image by freepik It starts with a gentle tug, then a subtle shift, and before you know it, you're adjusting your bra again — in the middle of work, at dinner, even on the couch. I...

How to Tell If Your Eyes Are Working Harder Than They Should Be

Image by freepik Most of us take our vision for granted—until it starts to let us down. Whether it's squinting at your phone, rubbing your eyes at the end of the day, or feeling ...