The Danish toy giant plans to work with The Green Davis Institute and UNICEF to ensure its marketing techniques are accessible and inclusive to all - regardless of gender. Currently, LEGO markets many of its toys with phrases such as "for girls" and "for boys." However, after conducting several studies, the company has realized that these stereotypical marketing strategies hinder young children from building confidence and promote outdated gender norms.
To celebrate LEGO's new initiative, they have launched a campaign promoting the rethinking and divergence from old-fashioned gender norms through creative problem-solving. The new 'Ready for Girls' campaign will encourage creativity regardless of gender and create an inclusive space for youth to grow and play.
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