Lego’s return to gender neutral toys is good news for all kids.

Lego announced this week it would work to remove gender stereotypes from its brand, including no longer marketing toys distinctly to boys or girls and ensuring products are gender-neutral.

This move by one of the world’s most powerful brands comes in response to research the Danish toy manufacturer commissioned to understand how parents and children think about creativity.

The survey of nearly 7,000 parents and children across seven countries found strong endorsement of traditional gender roles among both boys and girls, with 78% of boys and 73% of girls agreeing “it’s okay to teach boys to be boys and girls to be girls”.

71% of boys were worried about being judged or made fun of for playing with toys gendered for girls and 54% of parents worry their sons will be made fun of if they play with toys associated with girls, compared to only 26% of parents worrying about the reverse.

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