You've probably seen them by now: the TV commercials for "LEGO Friends," a new line of LEGO sets designed specifically for girls. And you've probably noticed that they don't look like the LEGO sets you've been playing with. For one, there's a lot of pink. The figures are less blocky shaped and more...curvaceous, and they have predetermined names like "Olivia" and "Emma." Also, the environments are places like a beauty shop, a beach cafe, and a design studio.
In other words, they're not all that different from popular girl-focused toys like Barbie and Bratz.
Some people think it's cool, that LEGO is selling something for older kids that's not centered around "Star Wars" or superheroes, and that they're finally paying attention to girls after years of marketing only to boys. A lot of people think it's not. As in, the settings are dumbed-down and stereotypically "feminine", like they're telling girls, "Here's all the pink stuff you're supposed to like and we decided a lot of things for you already. Go play!"
Two young women and members of the girl activist group SPARK, Bailey Shoemaker Richards and Stephanie Cole, feel so strongly that LEGO is sending the wrong message to young people that they started a petition on Change.org, urging the company to abandon the LEGO Friends line and change the way they market to both boys and girls.
"The LEGO Friends line struck a nerve with me because it came from an unexpected place," Stephanie has said. "This was a brand that always stood for creativity, and now they are reaching out to girls in the most unoriginal way imaginable."
Here at IML, we'd like to know from you: What do you think? What was your reaction when you saw the LEGO Friends toys? Do you feel LEGO is making assumptions about what girls and boys want to play with, and how they want to play with it? Or are you glad they're creating LEGO sets that are more appealing to girls? Tell us on the What's On Your Mind page.
In other words, they're not all that different from popular girl-focused toys like Barbie and Bratz.
Some people think it's cool, that LEGO is selling something for older kids that's not centered around "Star Wars" or superheroes, and that they're finally paying attention to girls after years of marketing only to boys. A lot of people think it's not. As in, the settings are dumbed-down and stereotypically "feminine", like they're telling girls, "Here's all the pink stuff you're supposed to like and we decided a lot of things for you already. Go play!"Two young women and members of the girl activist group SPARK, Bailey Shoemaker Richards and Stephanie Cole, feel so strongly that LEGO is sending the wrong message to young people that they started a petition on Change.org, urging the company to abandon the LEGO Friends line and change the way they market to both boys and girls.
"The LEGO Friends line struck a nerve with me because it came from an unexpected place," Stephanie has said. "This was a brand that always stood for creativity, and now they are reaching out to girls in the most unoriginal way imaginable."
Here at IML, we'd like to know from you: What do you think? What was your reaction when you saw the LEGO Friends toys? Do you feel LEGO is making assumptions about what girls and boys want to play with, and how they want to play with it? Or are you glad they're creating LEGO sets that are more appealing to girls? Tell us on the What's On Your Mind page.
