LEGO announced that after 4 years of intensive research, they have finally come up with a LEGO product that fulfills the desires of “how girls naturally build and play.” This new theme is called LEGO Friends and it’s a pink and purple, gender segregated, suburban wasteland populated by Barbie/Bratz style dolls. Many parents, educators, feminists, and media critics have spoken out against LEGOs attempts to separate girls into their own stereotypical isolated enclave within the LEGO universe.
In part 1 of my two part LEGO and Gender series, I’ll explore how LEGO went terribly wrong with LEGO Friends and provide a brief history of LEGO’s ridiculous and slightly hilarious attempts to market to girls since the late 70′s. In part 2 I’ll delve into LEGO’s intentional strategy to market almost exclusively to boys since the mid 80′s by developing and marketing sets that are male identified and male centered. In conclusion, I’ll offer LEGO a couple of suggestions that they can consider when creating and marketing new products.
For more information, links and a full transcript visit Feminist Frequency
Source: feministfrequency.com
Notes
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bonerack reblogged this from femfreq and added:
LEGO, you are doing it so very, very wrong. There’s nothing wrong...things or shopping or...
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renamok reblogged this from femfreq and added:
The funny thing is, as...kid who LOVED LEGOs (especially
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I don’t get LEGO’s attitude. How...I’ve always seen...as...
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This is awful … I always categorized LEGOs as gender neutral. As a kid (born in ‘91), I constantly played with LEGOs,...
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I got the Paradisa cafe/beach house set from my uncle when I probably nine or ten. After the thrill of getting my own...
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kyuohki reblogged this from pyra-the-pyro and added:
So…they made Polly Pocket, but with Lego blocks. :| But it seems like they’re doing just what every other toy company...
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