Mercedes-Benz USA and Mattel are aiming to reduce stereotypes in children's toys, specifically in toy cars that are generally slanted towards young boys, in the new 'No Limits' campaign. The initiative is accompanied by a video that underscores the prevalence of gender stereotypes in children as young as the first grade. The young girls are asked to pick which toys they would play with among a myriad of dolls, toy hammers, dinosaurs, cars, and tea sets. The girls all choose stereotypically female toys and explain that the other toys "were for boys."
The girls were then asked who usually drives race cars, in which they answered that boys. Next, the girls are shown a video of Ewy Rosqvist -- the first woman to enter and win the Argentian car rally in a Mercedes Benz. The girls discuss how inspiring it was to see a female role model in a traditionally male-dominated field and how it changed their perspectives. As part of the No Limits campaign, Mercedes-Benz partnered with Matchbox to recreate a toy version of the car Ewy Rosqvist drove and will be donating 50,000 of the cars to young girls across the country.
Image Credit: Mike Pont/Getty Images for Mercedes-Benz