Can Lego Shatter Gender Stereotypes in Building?

This article delves into a recent initiative by Lego, aimed at empowering girls and challenging gender stereotypes in creative fields. Following a survey revealing significant parental concerns about media representation, Lego hosted a celebratory dance event in London, inviting hundreds of girls to embrace their identities as creators. This marks a pivotal step in redefining societal perceptions of building and design.

Last updated: 24 October 2023 (BST)

Key Takeaways

• Lego hosted an event for 350 girls to promote inclusivity in building and design.
• A survey found that 86% of parents worry that media underrepresents female creators.
• Only 56% of mothers feel confident in their building skills compared to 73% of fathers.
• The campaign aims to redefine the narrative around female builders.
• Young girls took on key roles in production, showcasing their potential in creative industries.

The Shift in Perception of Building Toys

For decades, Lego has been perceived predominantly as a boys' toy, contributing to a gender divide in creative play. However, recent efforts by the company have sought to challenge this stereotype. Through initiatives like the Lego Friends line, targeted at girls, and campaigns celebrating female contributions to architecture and design, Lego aims to foster a more inclusive environment.

The Survey: Unpacking Parental Concerns

A survey commissioned by Lego has highlighted significant concerns among parents regarding the portrayal of girls in media and their ability to engage with creative activities. The data revealed that 86% of parents believe media tends to highlight boys as builders and creators more than girls. This disparity underscores the need for a shift in how young girls are encouraged to perceive their capabilities.

Interestingly, the survey also revealed a stark contrast in confidence levels between mothers and fathers. Only 56% of mothers expressed confidence in their building abilities, while 73% of fathers felt assured in their skills. This raises questions about societal expectations and the messaging that children receive about gender roles.

The Importance of Inclusivity in Language

The term "builder" itself can resonate with gender stereotypes, which is why Lego is advocating for more gender-inclusive language. Over 83% of parents surveyed felt that the word ‘building’ should reflect a broader spectrum of identities, and 79% believed that society tends to highlight men’s inventions more than those of women. This linguistic shift is vital in fostering an environment where girls feel empowered to engage in construction and creative pursuits.

Lego’s Campaign and Event: A Celebration of Creativity

Launched in June, Lego’s latest campaign celebrates buildings designed or constructed by women in London. As part of this initiative, the company organised a dance event at the Southbank Centre, inviting 350 girls to participate. This event was not merely a performance but a celebration of creativity, expression, and connection.

Kuran Sharma, a representative from Lego, emphasised the importance of this event in redefining what it means to be a builder. "We see a world of endless creative possibilities for girls, that’s why this event was so crucial in helping redefine and reclaim what it means to be a builder, as we collectively shift the narrative," Sharma stated.

Behind the Scenes: An All-Female Production Team

A unique aspect of the event was the involvement of an all-female production crew. Girls participating in the event could see themselves reflected in every aspect of the production, from behind the camera to centre stage. Director Chlöe Victoria Hughes articulated that the project's focus was not on perfection but on authenticity and joy. "We wanted real girls who were excited to be part of something new," she said.

Young Talent and New Perspectives

The event showcased not only professional dancers but also young talent. Notable appearances included content creators and dancers like Brooke & Jess, TrendKids, Starr Kiely, and Laurie Elle. Interestingly, the art director for the project was just 12 years old, and the stylist was only 10, illustrating that creativity knows no age limit.

This initiative has sparked a broader dialogue about the inclusion of young girls in creative roles and the importance of mentorship in the arts. By allowing these young girls to take the lead, Lego sends a powerful message about the potential for girls in all areas of creativity and design.

The Broader Impact of Gender Stereotypes in Media

The findings from the Lego survey are reflective of a larger societal issue surrounding gender representation in media. The underrepresentation of women in creative and technical fields can have lasting effects on young girls’ aspirations. By addressing these stereotypes, companies like Lego are paving the way for a future where girls feel empowered to pursue careers in construction, design, and beyond.

Moreover, the implications extend beyond just playtime; they touch on education, career choices, and the overall development of young girls. When children see diverse role models and inclusive messaging, they are more likely to envision themselves in those roles.

Conclusion: Building a Future Without Gender Barriers

Lego's recent initiatives are significant steps towards dismantling gender stereotypes in creative fields. By fostering an environment where girls can see themselves as builders and creators, the company is not only changing perceptions but also inspiring a new generation to engage with construction and design.

This movement is crucial as it highlights the importance of representation in the media and encourages young girls to pursue their interests in traditionally male-dominated fields. With continued efforts, the narrative around building and design can shift towards inclusivity and empowerment, ensuring that all children have the opportunity to explore their creative potential.

As we look to the future, the question remains: how can we continue to support and encourage young girls in their creative journeys? The answer lies in collective action and shared responsibility. Together, we can build a more inclusive world for the next generation of creators. #Lego #EmpowerGirls #CreativityMatters

FAQs

What is Lego's initiative aimed at girls?

Lego's initiative aims to promote inclusivity in building and design by hosting events and campaigns that celebrate female creators and challenge gender stereotypes.

What did the survey about parental concerns reveal?

The survey revealed that 86% of parents believe media underrepresents female creators, and there is a notable difference in confidence between mothers and fathers regarding building skills.

How did the recent event at the Southbank Centre promote creativity?

The event featured 350 girls participating in a dance performance, showcasing their talents and allowing them to see themselves represented in various production roles, emphasising creativity and expression.

What role did young girls play in the production of the event?

Young girls were involved in key production roles, such as art director and stylist, demonstrating that creativity and leadership can be nurtured at any age.

Why is it important to use gender-inclusive language in building?

Using gender-inclusive language helps to dismantle stereotypes and encourages all children, regardless of gender, to engage in creative and construction-related activities.

What impact does media representation have on young girls?

Media representation plays a crucial role in shaping young girls' aspirations and self-esteem. When they see diverse role models, they are more likely to pursue their interests in various fields.