LEGO is doing its part to eliminate gender bias. In a press release, the toy company announced plans to dispel gender stereotypes and promote more inclusive play in an effort to support their young customers. As part of their vow, LEGO said they will remove labels saying "for girls" and "for boys" on their toys to ensure that "children's creative ambitions – both now in the future – are not limited by gender stereotypes." "The benefits of creative play, such as building confidence, creativity and communication skills, are felt by all children, and yet, we still experience age-old stereotypes that label activities as only being suitable for one specific gender," Julia Goldin, the chief marketing officer of the LEGO Group, said in a statement. "At the LEGO Group, we know we have a role to play in putting this right," Goldin added. "All children should be able to reach their true creative potential." LEGO said they hope the new campaign will inspire all children, regardless of gender identity, to feel like "they can build anything" because "ensuring more inclusive play and raising the debate around gender norms is critical, not just for girls but for any child." LEGO's announcement comes amid an ongoing national debate about gender roles in toys. Other companies, like Mattel, have made a conscious effort to dispel gender stereotypes with their products.