The LEGO Group has launched new Canadian analysis as a part of its “She Built That” marketing campaign. The analysis reveals persistent gender bias in how kids understand constructing abilities and the way mother and father buy constructing toys.
The findings present that 58% of Canadian mother and father consider society associates building skill extra with boys and males, in comparison with solely 8% with women and girls. As well as, 82% of Canadian kids say TV and films depict constructing as primarily for boys.
Confidence gaps emerge early: 79% of Canadian women say they’re good at constructing, in comparison with 88% of boys. Dad and mom are additionally 87% extra seemingly to purchase constructing toys for boys than women. The examine notes that these attitudes are bolstered by misconceptions about innovation, additional widening the hole. Dad and mom incorrectly attribute improvements comparable to Wi-Fi expertise, electrical refrigeration, and moon touchdown software program to males, regardless of being invented by girls.
Nonetheless, the injury will be repaired by constructing. 91% of surveyed mother and father consider LEGO units may give women confidence; women agree, as 94% of youngsters say LEGO units make them joyful. Furthermore, 84% of Canadian mother and father agree that constructing ought to be gender inclusive.
The “She Constructed That” activation will likely be on show on the Canadian National Exhibition this weekend.
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