An ad campaign urges the world to welcome girls into roles that the toy industry doesn’t typically associate with them.
"It’s a commonly asked question: Would you give your son a doll? Most answers would be: hesitant – and the numbers prove it. A new study suggests that, because society still values “male” qualities, boys are still discouraged from playing with toys they associate with girls. And girls are discouraged from playing with toys that require building, tools and problem solving. So how do we get little girls ready for such a world? Lego says we don’t; we get the world ready for girls, starting with toy marketing."
Article: Lego is Gearing Up to Ditch the Gender Bias from All of it's Toys, Starting with a New Campaign