The LEGO Group has released new Canadian research as part of its “She Built That” campaign. The research reveals persistent gender bias in how children perceive building skills and how parents purchase building toys.
The findings show that 58% of Canadian parents believe society associates building ability more with boys and men, compared to only 8% with girls and women. In addition, 82% of Canadian children say TV and movies depict building as primarily for boys.
Confidence gaps emerge early: 79% of Canadian girls say they are good at building, compared to 88% of boys. Parents are also 87% more likely to buy building toys for boys than girls. The study notes that these attitudes are reinforced by misconceptions about innovation, further widening the gap. Parents incorrectly attribute innovations such as Wi-Fi technology, electric refrigeration, and moon landing software to men, despite being invented by women.
However, the damage can be repaired through building. 91% of surveyed parents believe LEGO sets can give girls confidence; girls agree, as 94% of children say LEGO sets make them happy. Moreover, 84% of Canadian parents agree that building should be gender inclusive.
The “She Built That” activation will be on display at the Canadian National Exhibition this weekend.
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