Lego Ends Marketing of Different Toys at Girls and Boys
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Lego Group will no longer target some toy sets at girls and others at boys to help break stereotypes about how children play, ending years of gender-based marketing.
The decision comes after a survey commissioned by the Danish company showed that most children see toys as being for one or the other gender. Lego isn’t planning to change its products but will stop segmenting them into gender categories, Lena Dixen, a senior vice president at the world’s largest toymaker, told broadcaster TV2.