More LEGO Female Scientists, Please!

Kids were so excited they each got a set of the hard-to-get LEGO Research Institute with three female scientists.

Kids were so excited they each got a set of the hard-to-get LEGO Research Institute with three female scientists.

Two pieces of updated information regarding the LEGO female scientists ‘Research Institute’ set that I think will be of interest to you. Unfortunately, as of this morning the LEGO website is saying the set is sold out again.

On Friday I made two posts on PPBB facebook page letting my followers know the LEGO female scientists were for sale again in the USA, as well as the UK, and Canada. I know how upset everyone was when we found out the set was a “limited edition” item from LEGO and so many people were not able to order one when they were first made available to the public this fall. (They sold out in three days.)

Last week Friday folks rushed to order and crashed the LEGO website! The PPBB posts were shared hundreds of times and seen by over 45,000 people. Hundreds of comments were left on my threads saying an order had been placed and how happy the child (or adult!) receiving the little female scientists would be.The Research Institute continues to sell out online within hours and I have heard from dozens of people for months that clerks from LEGO stores all over say the set sells out within minutes of the store opening. If and when the scientist sets are in stock, that is.

Hopefully that gets the message to LEGO. One would think with this level of consumer demand the company would be announcing these will be a permanent option stocked with retailers everywhere and the line will be expanding.

An astronomer, a paleontologist, and a chemist make up the Research Institute. LEGO definitely had room to grow with this line.

An astronomer, a paleontologist, and a chemist make up the Research Institute. LEGO definitely had room to grow with this line.

If you haven’t already signed our petition asking LEGO to make these permanent, now is a great time to do so and to pass the petition request along to friends to gain more signatures and momentum. Thank you for using your voice!  Sign here: https://www.change.org/p/lego-lego-make-empowered-female-minifigs-permanent

 

But here’s the REALLY EXCITING news! The original creator of the female scientist set – ‘Alatariel’ – has a new proposal going on LEGO IDEAS: Female Adventure Scientists! (Image below) The minifig set is described as follows:

-The geologist explores the mountains to locate important minerals and unravel the processes that have shaped the Earth.
-The wildlife biologist is on a jungle expedition to study the tiger in its natural habitat.
-The archaeologist investigates bones and artifacts to uncover the secrets of an ancient civilization.

You can vote for the new proposal for more female scientists by visiting https://ideas.lego.com/projects/83039.

Proposed Adventure Scientist set from Alatariel, creator of the Research Institute.

Proposed Adventure Scientist set from Alatariel, creator of the Research Institute.

Public support through LEGO IDEAS (formerly CUUSOO) is how the ‘Research Institute’ came to market and will again send LEGO the message that we want these fantastic and empowering female LEGO character sets to stick around and for the line to grow!

Thanks for all of your support,
Melissa

Ben tackles the T-Rex skeleton.

Ben tackles the T-Rex skeleton.

Amelia hard at work.

Amelia hard at work.

 

 

 

 

 

 

 

 

 

 

 

 

Melissa Atkins Wardy owns and operates Pigtail Pals & Ballcap Buddies, a small business that wants to change the way people think about childhood. Operated in Wisconsin, where our shirts are printed and shipped with love. If you would like to order empowering apparel and gifts for girls and boys, please visit www.pigtailpals.com.

Find Melissa Atkins Wardy’s book “Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, Birth to Tween” here, at your local bookseller or online.

Join the PPBB Community in conversation on Facebook, Twitter, and Pinterest.

LEGO’s Female Scientists Here and Gone In Two Weeks

The public learned via a New York Times article last week that toy giant LEGO would cease production of the enormously popular LEGO Ideas Research Institute featuring three female scientists. People are shocked, frustrated, and not shy about expressing their outrage at the company who seemed to finally be listening to hundreds of thousands of consumers saying they wanted this very product. LEGO has announced this was only a limited edition and would not be mass produced nor sold nationally at retailers. And we’re all left wondering, why is LEGO walking away from sales for an item in such high demand? And why stop production and cripple availability right as stores are placing their holiday toy orders?

Sign the petition asking LEGO to save the scientists and keep this set in production and available to consumers.

The LEGO Research Institute sold out at $19.99 within days of release.

The LEGO Research Institute sold out at $19.99 within days of release.

The 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 hullabaloo the story made national headlines at the time and then again when the set of the STEM based female minifigs was available for purchase. Despite customers being limited to one set per purchase the item still sold out in a few days. All over social media customers were making comments about needing several more sets as Christmas or birthday gifts and stores were inundated with calls asking if they stocked the item. After heavy criticism for its Friends line LEGO was getting great press for finally doing right by girls and supporting the girl empowerment movement that has been wildly popular for other brands like Goldie Blox, Verizon, Lands’ End and Always.

While the LEGO Friends line has greatly improved from the first sexist, stereotyped sets offering girls the lowest common denominator of girlhood, their ‘girls’ line is still highly gendered and does not provide the gender equitable toy experience so many parents advocate for today. The new Friends jungle series shows girls being active, adventurous, intelligent, and using technology to rescue cute animals. While the new direction of the Friends line seems to align better with what parents are asking for for their daughters, it still has a different feel from the Research Institute set. Every week there seems to be an article about a new study on the disparagingly low numbers of women entering and remaining in STEM fields despite that expertise being the future for high wage earners and the future of the economy in general. As the New York Times says, “Lego is demonstrating this summer that role models in science and technology for girls are still fairly scarce in toy land, just as in the real world.”

Sign the petition asking LEGO to save the scientists and keep this set in production and available to consumers.

In the real world LEGO is a $4 billion giant in the toy industry, one whose brand has enormous influence over what is marketed to children and what children play with which is why strong female characters are important for both girls and boys to see represented in LEGO toys. Research has shown the importance of the depiction of empowered female characters in children’s toys and media as they learn about and absorb culture while they grow. A large section of LEGO’s customer base is female, an even larger section have used their voices and wallets consistently for three years to communicate they are wanting, ready for, and will purchase sets like the sold out LEGO Ideas Research Institute featuring three female scientists. 

 

An astronomer, a paleontologist, and a chemist make up the Research Institute. LEGO definitely had room to grow with this line.

An astronomer, a paleontologist, and a chemist make up the Research Institute. LEGO definitely had room to grow with this line.


Awareness of the importance of encouraging girls into STEM fields is at an all-time high and millions of parents across the globe are advocating for more gender equal toy aisles. It is important to myself and my family that LEGO honor its customers when we say we want and will continue to make successful sets which feature female minifigs depicted as smart, daring, and adventurous. We want sets like the LEGO Ideas Research Institute to be a long time fixture on toy shelves everywhere. 

Over 111,000 people have signed petitions in recent years to LEGO requesting more empowered female minifigs in LEGO sets.

Tens of thousands more voted online through LEGO Ideas to have these available for purchase.

Thousands of people purchased the Research Institute featuring the three female scientists and within days of release they were sold out.

Yet just two weeks after the release we’ve learned that LEGO isn’t going to make this set anymore.

Which leaves the consumer asking “WHY??” and questioning what message is Lego sending its customers about how much it values our voices very clearly asking for representation of more smart and strong female figures in building sets. Maybe the more important question to be asked is, “How much does LEGO really value its female builders and cultivating a new generation of builders?”

LEGO could be a thought leader in the toy space by making gender equity a mainstay in its brand, something parents by the millions have been asking for for years. LEGO, be the brand we are wanting you to be, be the brand we remember from our childhood, the brand we want for our children.

Sign the petition asking LEGO to save the scientists and keep this set in production and available to consumers.

 

 

Melissa Atkins Wardy owns and operates Pigtail Pals & Ballcap Buddies, a small business in Wisconsin, where our shirts are printed and shipped with love.

If you would like to order empowering apparel and gifts for girls and boys, please visit www.pigtailpals.com.

Find Melissa Atkins Wardy’s book “Redefining Girly: How Parents Can Fight the Stereotyping and Sexualizing of Girlhood, Birth to Tween” on Amazon.

Join the PPBB Community in conversation on Facebook, Twitter, and Pinterest.

Image source.