LEGO Eliminates 'Boys' and 'Girls' Labels, Cancels Sexist Shopping Just in Time for Christmas

(Warner Bros. Pictures via AP)

It’s a mad, mad world. And in these trying times, perspective is key.

For those daily awaking to the societal harm caused by colored, interlocking plastic, I deliver relief at last.


LEGO will no longer offer “Girls” and “Boys” toys.

Per a statement dated October 11th, the company observes, “New research commissioned by the LEGO Group reveals that girls today feel increasingly confident to engage in all types of play and creative activities…”

Now the unnerving news:

[They] remain held back by society’s ingrained gender stereotypes as they grow older.

A probe’s been performed, courtesy of a group founded by fantastic Hollywood actress Geena Davis.

The study was carried out by the Geena Davis Institute in recognition of the UN’s International Day of the Girl and to mark the launch of a new LEGO® campaign, “Ready for Girls,” which celebrates girls who rebuild the world through creative problem solving.

The study took place domestically, as well as in China, Czech Republic, Japan, Poland, Russia, and the UK.

The research findings show that girls are ready for the world, but society isn’t quite ready to support their growth through play. Girls feel less restrained by and are less supportive of typical gender biases than boys when it comes to creative play (74% of boys vs. 62% of girls believe that some activities are just meant for girls, while others are meant for boys), and they are more open towards different types of creative play compared to what their parents and society typically encourage.


As an example, “82% of girls believe it’s okay for girls to play football and boys to practice ballet, compared to only 71% of boys.”

LEGO laments “girls are typically encouraged into activities that are more cognitive, artistic and related to performance compared to boys who are more likely to be pushed into physical and STEM-like activities (digital, science, building, tools).”

What’s a maker of rectangles that click together to do? LEGO’s “calling on parents and children to champion inclusive play.”

To assist moms and dads, the company’s developed “a fun 10-step guide and [invites] parents to share photos of their child’s LEGO creations against a pre-defined…backdrop featuring the words ‘Get the World Ready for Me.'”

Perhaps more potently, the toy titan is sockin’ it to stereotypes by lifting labels.


As relayed by The Guardian, LEGO’s chief product and marketing officer — Julia Goldin — ensures it’s “working hard to make LEGO more inclusive.”


Goldin [says] Lego no longer labelled any of its products “for girls” or “for boys.” On, consumers cannot search for products by gender.

Surely time-constrained parents will appreciate the assist.


Instead, the website offers themes that it calls “passion points.”

If you’re still not convinced something must be done, the Geena Davis Institute “found that parents of both sexes rated men as ‘more creative,’ were six times as likely to think of scientists and athletes as being men rather than women, and more than eight times as likely to think of engineers as men.”

With each passing day, headlines make it clear: Our unwoke days are over.

Some might suggest a certain societal sect isn’t so much bothered by the sexes assuming different roles as they are intent upon forcing them into other ones.

Personally, I believe everyone should generally do what they wish — and we shouldn’t care what choices are made.

But culture’s new normal is one of colossal care.

There once was a savage system in which men and women were not the same. Therefore, they were inclined toward dissimilar things.

But that was (not) long ago.

These days, we’re building something new.

And now, we can construct it with LEGO.

To be clear, it’s not the building block behemoth’s first time to help:


For those unready for the revolution, there’s always Lincoln Logs.

On second thought, the wrecking ball of cancellation is likely dangling in the wings:

So get with the progressive program, load up on LEGO, and let’s Build Back Better.



See more pieces from me:

Pulitzer-Finalist Professor Gets Canceled for Showing Students a Film From 1965

Glimpse of the Future? A Vaccine Mandate Reaches the Epitome of Nonessential Services

Bill Maher Marvels Over His Right-Wing Crowd, but It’s Likely Due to His Increasing Conservatism

Find all my RedState work here.

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