LEGO Friends: It is the song that never ends.

My kids' LEGO table. I'm told we're looking at a city, a mine, and a science lab.

Bunches of folks are sending me the link to this NPR piece, and I’m not sure it provides any new insights that we have not covered here time and again. In a nutshell, NPR reports that LEGO did market research that it passed off as child psych/development research saying girls played and built differently from boys and therefore needed different LEGO sets instead of being included in the already existing LEGO world.

The market research results were highly gendered and not representative of any girl I know who plays with LEGO, my own 7yo daughter included.
In the article from NPR we see a quote from LEGO blogger David Pickett about the Friends moving differently than a traditional Minifig. “That sort of sends a message about what we expect women being able to do physically,” Pickett said. That said, some critics are reportedly praising “the complexity of their sets and their overall message of empowerment.”

I don’t know how empowered cupcake shops and brushing a poodle leave me feeling, which is why I loved the diversity shown in the Female Minifig Series suggested on the LEGO CUUSOO site, which will go under review this fall.

SIGN THE PETITION for LEGO to consider making more Female Minifigs HERE: http://www.change.org/LEGOwomen

Ironically, in the NPR interview a LEGO brand relations manager says that girls are very detail orientated and that fact was very important in designing the line….which would lead one to think that girls might notice their little LEGO person’s arms don’t actually move correctly to engage with the accessories sold, whether it be a hair dryer or a bike. DOH!

So why does all of this matter, and why am I talking about LEGO again? Because LEGO is the second largest toy manufacturer in the world. That matters.

It matters that millions of boys are playing with LEGO sets that are virtually absent of any female characters, and that the sets offered to the main LEGO customers are created and packaged for boys. Girl LEGO fans are sent several aisles over to the Pink Ghetto to find their Friends sets, ready to great them in inviting pink and purple colors.

Problem is, never the two shall meet and kids pick up on that quickly. Girls are missing. Girls play differently. Boys and girls are separate. For more research on why that is a problem, visit here and here.

After enormous public outcry in 2011 when the Friends line was first introduced, LEGO promised to move away from the beauty salon-let’s bake cupcakes-and comb kittens equation and moved to create some really cool sets that show girls doing things like camping, flying planes, studying nature in a tree house, and working in a science lab. My daughter has numerous sets from the Friends line (so does my son) and really enjoys them. You can see in the photo above, all the bricks and LEGO people intermix.

And that’s the problem. Whether it is my kids, comments from parents from the PPBB Community, or you reading the several hundred comments on the NPR piece, people don’t really understand why LEGO insists on separating boys and girls when boys and girls don’t insist on separating boys and girls. LEGO was a giant in the 1970’s and 80’s, back when they were a unisex brand with free play and imagination as the cornerstone. Now they seem to be about movie licenses and following directions.

My kids love LEGO, and we’ll continue to buy bricks. We like the big boxes of random bricks that come with no instructions, and leave my boy and my girl to sit side by side to create high schools and cities and aquariums and graveyards and monster houses and hedgehog mansions.

I love this comment left on the PPBB facebook page today:
“I just signed the petition for Legos to create better and more female Lego characters. I wanted to acknowledge Melissa Wardy for her well-worded petition letter she wrote at change.org. As a women who has always worked in male-dominated jobs and just graduated with an Associates Degree in Welding Science and Technology (yes, I tooted my own horn), it made me proud to read something like that. Thank you for looking out for the next generation of women.”  -Tara

Thanks Tara!

Here’s the text to my petition. C’mon LEGO, we all know you can do better. We’re ready to buy your “better” like crazy, so get to it!

As the parent of a young son and daughter, I am tired of the gender stereotyped toys marketed to my children. My daughter is oversold pinkwashed redundant themes. Families are looking for multi-layered, diverse and strong media characters to enrich our girls’ imaginations. It hurts my heart to hear my seven year old ask why there are not more girls represented in LEGO, her favorite toy.

Luckily, one of the entries in LEGO’s own public contest (CUUSOO) to design new building sets featured an inspiring and creative new Female Minifigure series including a paleontologist, robotics engineer, geologist, astronomer, chemist, judge and fire fighter. This series, which received the 10,000 votes necessary for it to be considered by LEGO for production, shows smart, adventurous, and strong women with a focus on STEM jobs. We are asking LEGO to produce the entire series so that our girls and boys can play with Minifigs such as female paleontologists studying their dinosaur bones.

My son and daughter both love LEGO and both want every piece of the Female Minifigure series. I would jump at the chance to purchase something like this for my family. During a recent trip to the store both children were looking for these sets and were disappointed they were not for sale.

Currently in all of the sets offered by LEGO, female characters make up only 16% of the Minifigures. (This number drops to 11% when you don’t count the Friends line, marketed only to girls.) LEGO can do better representing females in its building toys, and this proposed Female Minifigure series widely supported by consumers is a positive step in reaching gender balance. Girls can’t be what they can’t see and we demand more examples of girls and women that celebrate our intellect, courage, and creativity.

I am looking forward to being able to buy this series several times over for my own children and as gifts. This is exactly the type of media I want to see for girls, for all children.

Melissa Wardy

Founding Member – Brave Girls Alliance

CEO – Pigtail Pals & Ballcap Buddies

LEGO Minifigs are only 16% female, 11% if you don't count the Friends line.


SIGN THE PETITION for LEGO to consider making more Female Minifigs HERE: http://www.change.org/LEGOwomen

Comments

  1. Devorah Goldblatt says:

    Thank you for posting this! I found your blog after I was searching for information about girls and Lego. We must have the older standard minifigs because they have no hair. We were gifted a bunch of long hair to put on top of some of them to turn them into girls. This led to a dilemma for my daughter that was very hard to watch (see below). Yesterday, I tagged Lego on Facebook in the message below. I doubt they will write back, but who knows?:

    Dear LEGO,

    My 3 year old daughter loves building with her little Legos, but wanted little Lego people that looked more like her. So we had to get some sort of conversion kit that puts hairstyles onto the generic little Lego men, magically turning them into women. Ok, I can live with that. It is what it is. The problem is that my daughter’s Lego women needed to do all sorts of stunts today, and no little Lego helmets will fit on top of the lady Lego hair.

    I watched as my daughter tried repeatedly to fit helmets on each of her Lego women to no avail. She was left with two choices: either her Lego women would skydive and rock climb unsafely or only Lego men would get to do it. Since my kid is a rule follower, the girl-Lego-converter hair came off and only the boys got to play. Ouch.

    Can you look into this problem?

    Thanks,
    Devorah Goldblatt and Ilana, age 3

Trackbacks

  1. […] PigtailPals Gal Melissa Wardy trying to help LEGO do better: LEGO Friends: It is the song that never ends ..some critics are reportedly praising “the complexity of their sets and their overall message […]

  2. […] sell beauty, fashion, baking and baby care in pink hues to the tune of glittery, sparkling music. Even LEGO has drank the Kool Aid. She would have seen those same messages if we had been out running errands, repeated on store […]

  3. […] set was brought to production after LEGO fans and consumers cast well over the 10,000 votes needed to push the prototype to the next round of consideration for production. It was such a […]

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