Lego on Monday vowed to rid its toys of “gender bias and harmful stereotypes” in a push to make them more accessible to girls.
The world’s largest toymaker has already stopped labeling its products as “for girls” or “for boys” and its website does not allow searches by gender, The Guardian noted.
Recent product lines have also “been specifically designed to appeal to boys and girls,” the company’s chief product and marketing officer, Julia Goldin, told the UK paper.
“We’re testing everything on boys and girls, and including more female role models,” said Goldin.
“Our job now is to encourage boys and girls who want to play with sets that may have traditionally been seen as ‘not for them,’” Goldin added.