Toy store opens up science and tech to kids of all ages
From September, DreamLand stores will all feature a special section filled with toys linked to science and technology, with no distinction between girls and boys
Gender-neutral approach
DreamLand has already tested the concept of having separate sections for Stem toys in five of its shops. In the other branches, the Stem toys carried a special logo.
“The evaluation of the test was positive and we will implement this concept in all DreamLand shops in September,” the company said in its annual report.
All 45 branches will now have separate Stem sections. They will feature classic toys such as Lego sets and board games with a scientific dimension, as well as kits to make robots, a package to construct a lighting system and dolls to carry out scientific activities.
“Children these days come into contact with technology from an increasingly younger age and there is a large demand on the labour market for Stem skills,” said Silja Decock, spokesperson for DreamLand’s parent company, Colruyt Group. “We are trying to respond to this trend.”
The company is taking a gender-neutral approach to its scientific toys. “There are no specific indications for boys and girls, because we want to raise the interest of all children in science,” Decock said.
The initiative is in line with the Flemish government’s ambition to promote Stem subjects among children. In 2012, the government launched an action plan, set to run until 2020, to enthuse youngsters through a variety of events and activities about studies in one of the Stem disciplines.
