The world's largest toymaker, Lego, on Monday pledged to remove gender bias from its toys after research found that girls were being held back by gender stereotypes.
The research found that 71% of boys worried they would be made fun of if they played with a toy typically associated with the opposite gender.
Lego said it wants to make its products more inclusive so that children's ambitions are not limited by gender.
It has already stopped labelling its products as "for girls" or "for boys" and its website does not allow searches by gender.
The Danish company, which is famous for its colourful building blocks and figurines, sells in more than 130 countries.