Dear Lego, ___________(you fill in the blank).

I’ve just heard from my colleagues at SPARK that Lego has not responded to our petition with 51,600 signatures from Lego customers upset over the gender stereotypes represented in the new Lego Friends line. They’ve issued press releases battling our talking points, but they have not responded to 51,600 voices. Nor has Lego responded to the two certified letters SPARK and sister orgs have sent requesting a meeting.  Maybe Lego is unaware of how a brand’s identity can become easily and quickly tarnished by people on the internet (see: JC Penney, Chap Stick, and Komen).  

As I sit here in my family room watching my kids play with their Legos (they are building a house for whales with an art room), I find myself wondering how big Pigtail Pals would have to get where I wouldn’t care about 51,600 people being upset with my product and feeling no sense of responsibility to answer them. Maybe “meet in the middle” is lost in translation on the Danes.

Let’s heat things up. Let Lego hear what you have to say. Give your kids a voice, and let them write a letter or color a picture expressing their feelings. This is far from over, especially as I’m getting numerous reports from parents that they bought the a piece from the Friends line with an open mind, and were discouraged when their daughter lost interest in about 20 minutes. I don’t think that has anything to do with girls and their interest or ability in building as it does more reflect the lameness of these Friends sets.

Lego could have done have hit one out of the park with this line. Instead we have a wall of purple boxes representing what I think are an outsider’s stereotypes of what American girls are like. I think girls worldwide deserve better.

Let Lego hear your voice, and if you would like your letter published here, please send me a copy at Children’s letters and pictures are most welcome as well!


LEGO Systems, Inc.
555 Taylor Road
P.O. Box 1138
Enfield, CT 06083-1138


  1. thanks for the update – I’m sadly not surprised.

  2. Dear Lego, you were fun to play with until I realized that two of the pieces I needed were not in the box.

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