The Gendered Lines of at Legoland Chicago

Last year I blogged several times about my issues with the new LEGO Friends line aimed at girls. If you are new to this discussion, the problem is that for most of the 1990’s and early 2000’s, LEGO marketed girls right out of their brand. They have made several attempts to win them back, most recently with feminine-colored bricks (pale pinks, purples, greens, and turquoise blues) and the Friends line, complete with the lady figs that do not fit with the rest of the Lego world. During the giant discussion that ensued last winter, many parents argued that their kids would just mix up all the sets and bricks and not have a problem integrating the lady figs with the more traditional mini figs. On a case by case, family by family basis, that is probably correct. The LEGO table in my home looks like a LEGO explosion.

But when we look at the big picture, we get a different story. The LEGO Friends sets for girls are often stocked in a different aisle from the other LEGO sets, presumably for boys. This gives the message that girl LEGO builders are different from or outsiders to the rest of the LEGO world. This also gives the message that kids have to cross the gendered lines in the toy store should a boy want Olivia’s treehouse or a girl want the Pirates of the Caribbean, as is the case with my boy and girl.

I visited three LEGO stores this weekend and at each location the Friends line was stocked in its own corner in the store, not mixed in with the other sets. Every time the Friends line was stocked next to the Duplo products, which is LEGO’s line for preschoolers. This sends the message that the building required for the Friends set is simple in nature, restricted to girls and maybe little kids. What if the Friends line was stocked next to the Harry Potter or Creator series? The Friends products were clearly separate from the rest of LEGO world, both in physical location and in physical appearance, as nowhere else in LEGO does so much pink and purple exist. There are precious few bold or primary colors seen in the Friends line.

I also visited Legoland Discovery Center Chicago this weekend with my husband and two children (ages 6 and 4). In fact, it was our first trip to a LEGO store and to Legoland. Both of my kids were in heaven, and we had a really great visit. The staff was super friendly, and there were enough activities to keep the kids entertained for hours.  There is a jungle exhibit that leads into a somewhat empty hall, which that day featured a large project area under a banner that said “Help Build Heart Lake City” (where the Friends line is based). Benny didn’t hesitate to dive right in to the girly colored bricks and begin to build a bridge for cats, and Amelia was hard at work building a skyscraper that later became a sea side cafe for sea plane pilots. The staff member there was awesome with the kids, encouraging them to reconsider their design if it seemed wobbly, or telling them their creation was a great idea as they handed over a little tower of plastic bricks to add to the city scape. It was great to see boy and girls working together on this project, especially when boys who are LEGO fans were using bricks in colors they would know are marketed to the girls.

Upstairs is a different picture altogether. There is a brick factory tour and a 4D movie experience that featured a predominantly male mini fig cast. There were several statues made of LEGO (all male): Barak Obama, Darth Vader, R2-D2, Indian Jones, Harry Potter and a big furry thing, and Batman. The second story also offers a play center with several activity stations and……you guessed it, a separate corner to promote the Friends line, build cupcakes, and play with pastel colored bricks. The toddler section is also located within the Friends corner. The rest of the upstairs activity room featured an Earthquake Table, City Construction Site climb and play, Racers Build & Test, and a Technicycle Ride.

When you walk into the activity room upstairs, the Cafe is off to your right, the Earthquake Table and Racers project areas are in front of you and behind them is the climb and play area. The far side of the room features a project-of-the-day area and the Technicycle ride. And to your immediate left is the walled-off, only-space-the-requires-a-separate-entrance, pink and purple LEGO Friends area and Duplo Village. On the brochure, the Duplo Village looks like a tiny preschool uptopia, in real life it consists of girly colored Duplo cupcakes on short tables and life-size LEGO bricks for castle or fort building inside a play pen-like area.

It was painfully obvious that the girl LEGO builders belonged in their separate area, and that area would include the little kids. There were girls sitting in the other project areas, unless they were with a birthday party, in which case all of the girls would file into the Friends section, play for a bit, and then file out. I was in the room for over two hours, and not once did I see a girl attempt to build a car at the Racers table and send it down the racetrack. Aside from Benny, not once did I see a boy venture into the Friends section to sit down and build.

And that is my issue with LEGO. Yet another company that trains the message into boys and girls that they are different from each other.

The room was crowded when Benny and I entered, and the only seat we could find was inside the Friends area. We sat down, and the first words out of his mouth were, “Why are these the girl LEGOs?” I reminded him that colors are for everyone and asked what we were going to build. We happily worked at our spot for about 30-40 minutes when my daughter and husband walked in. Amelia wanted no part of the Friends section, and took off for the climb and play, where she remained for over an hour playing some dramatic chase/rescue game she created with some boys she introduced herself to. Benny finished his project in the Friends section, and then said he wanted to go out into the main part of the room so that he could build with different colors. After lunch both kids worked together to build a fort from the life size Duplo soft bricks, and then scampered back into the climb and play. Mr. Pigtail Pals and I stood there people watching: observing how the boys and girls were building, how parents were reacting to them, and if any boys ventured into the Friends section (none did). It should also be noted that I never saw bricks (and colors) from the Friends section be carried or sought out by a little builder to intermingle with the primary colored bricks. In every way, the pastel world for girls was segregated from the bolder and brighter LEGO world.

I think LEGO is a wonderful toy. I loved them as a child, and still enjoy building with my kids. My daughter and son make incredible structures with the LEGOs we have at home. I will continue to be a LEGO customer.

I just wish LEGO would treat my daughter as an equal builder to my son. She does not need separate colors or spaces to be a part of LEGO. History has taught us that separate is not equal.

Boys and girls working together to build Heart Lake City.


The separate entrance and walls of the Friends section in the upstairs activity center.


4yo Benny hard at work inside the Friends section. He is the only boy I saw go in.

The girl colors of LEGO. This is from a bucket on the work tables inside the Friends section.


The tables inside the Friends section in the upstairs activity center. Pink, pink, and more pink.


Building instructions from the Friends work area: glass slipper, heart, cupcake.

The tables at the Earthquake Table in the main room of the upstairs activity center.

Oy Does Toyland Give Me a Headache

Despite the fact that Halloween is still three weeks away, a store based in my home state of Wisconsin had their much anticipated holiday toy catalog out in the paper today. I got my hopes up when I opened it and there was a 10 year old boy holding a baby and showing the baby a toy. The first several pages were mostly gender neutral toys labeled “Preschool”….

Then I came to page 18, the first in the “Girls” section. I was immediately knocked over by the pink, pink, and more pink splashed across a two page spread of kitchen and housecleaning tools all gender coded because domestic duties are a woman’s work, don’t you know. Turn the page to Monster Glam dress up kids, tiaras, high heels, and princess dresses. Then we move into the pet care play, fairies and scary-skinny sexy fashion dolls. The background on all of these pages is pink, natch.

The first page of the “Boys” section shows two boy models blasting something into smithereens with giant sized automatic guns, and seven more boys on packages taking aim with their guns. Because what five year old boy doesn’t need a Howitzer and endless rounds of ammo, right? Another page of guns, some power tools, space fantasy play, vehicles and rescue squads, and then farm equipment. The background for these pages is blue or green.

There is a somewhat gender neutral “Crafts and Entertainment”, but most of the craft kits feature girls on the box or are activities like “Princess Mosaic Tiara Activity Kit” or “Princess Glitter Domes”. In the “Books and Games” section most of the books and games are character-branded and therefore gendered. The “Sporting Goods” section is dominated by boys.

The only thing keeping me from losing my mind is that the science kits all look super awesome and are gender neutral (no Spa Science or Lipstick Lab kits, thank goodness). That is what I will be buying my children. From a different store, most likely, if I can find one that respectfully advertises to children.

In a 71 page catalog there are 9 images of boys and girls playing together. On the pages advertising the toys never once is a boy shown doing something caring or tender, nor is a girl shown doing something more adventurous than sledding. The predominant theme for girls was keeping up the house and looking pretty. The predominant theme for boys was killing and taking care of the farm. My we’ve come a long way since the 19th century.

These issues are not specific to this store. We know all too well every catalog we get is going to look like this unless we live in Sweden. This kind of marketing is everywhere, so much so that people believe these manufactured differences to be biological truth. I say: When we limit our children, we limit our children.

“Watch commercials that are targeted at little girls. A commercial for a toy or a game for a little girl always seems like it came from another world where feminism NEVER happened.” -Jared Logan

This video nails it, via Princess Free Zone.

Power Reading! Perfect for a Princess!

That’s right, kiddies! Step on up, come see the vast book selection at Scholastic! Do you want adventure, action, powerful careers, and brain play? Well then, have we got the book for you…..

Oh, no, not you Sweetie. So sorry, you misunderstood. That’s okay, Sugar. Look here, see the pretty princess books in pink? See how everything is so pretty? And pink? See the glitter and sparkles? Sparkles, Sweetie, sparkles!


Anyway, that’s the conversation I have with myself when I look through the Scholastic book orders that come home with my preschooler. I still buy a few every month, but I gotta be honest with you, my patience is running very thin.

More on this to come….but you tell me, what is Scholastic really selling to our kids?