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Posts Tagged ‘LEGO Friends’

7-Year-Old Skewers LEGO For Not Including More Girls

LEGO_LogoRemember when LEGO came under fire for its LEGO Friends line, a collection geared toward girls (finally!), but which abandoned adventurous themes for a pastel color palate, taller and slimmer female minifigures, and cliche female-friendly scenarios like a suburban home, a beauty parlor and a horse stable? Well, despite the toy line being slammed as sexist and pandering (even spawning a hashtag movement to #LiberateLEGO), it has become a huge success.

But not all little girls are satisfied with the domestic-themed options the toy company offers them, and one little girl in particular has decided to make her very dissatisfied voice heard.

Seven-year-old Charlotte took it upon herself to write a strongly-worded letter to LEGO, criticizing the toy company for making more “boy people” than “lego girls,” and for sending boys on fantastic adventures while relegating girls to the mall and the beauty parlor.

The letter read in part:

“My name is Charlotte. I am 7 years old and I have LEGOs, but I don’t like that there are more LEGO boy people and barely any LEGO girls. Today I went to a store and saw LEGOs in two sections…All the girls did was sit at home, go to the beach, and shop, and they had no jobs, but the boys went on adventures, worked, saved people, and had jobs, even swam with sharks. I want you to make more LEGO girl people and let them go on adventures and have fun OK?!?”

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LEGO Hits Jackpot with ‘Controversial’ Line for Girls

Classic LEGO adToy-makers crossing the gender barrier by marketing “boy toys” to girls and vice versa has been all the rage lately (remember the Easy-Bake Oven for boys?). But does this sort of often controversial rebranding pay off? In the case of LEGO‘s girl-geared LEGO Friends, the answer is a resounding “yes!”

Full disclosure: I’m a girl. I also played with LEGOs. But apparently, there weren’t quite enough block-building little girls like me, so LEGO decided to create a line of toys geared exclusively to tots of the female variety. In December 2011, the company launched LEGO Friends, a new line of building sets aimed at girls. The new collection steered away from male-targeted themes like ninjas, Star Wars and superheros, featuring instead a pastel color palate, taller and slimmer female minifigures, and cliche female-friendly scenarios like a suburban home, a beauty parlor and a horse stable.

While LEGO Friends drew ire for being sexist and pandering, and even spawned an oppositional movement and petition promising to #LiberateLEGO, the line has become a huge success. The company reported last week that LEGO Friends proved to be the company’s fourth-bestselling line in its first year, helping the LEGO company increase its revenue by 25 percent and record its best financial returns in its 81 years of existence.

“Our data show that we tripled the number of girls who are building with Lego bricks in the U.S. market since the launch of Friends, and we’ve significantly shifted the gender split among Lego users,” said Michael McNally, Lego’s U.S. spokesman. Yet another win for LEGO.

Still, this girl would take a Star Wars set over a horse stable any day.