Instead of drawing in girl Lego players by targeting them in their general advertising, they are putting out a line of “pink” and “curvy” Lego sets that they believe will attract girls. The message is “you are too dumb to know how to play with real Lego components; you don’t want to build anything unique, you just want to play house, right?” Bad message, Lego. You are perpetuating the misrepresentation of girls and women as “less than men” in intelligence, creativity, and problem solving. You are perpetuating the stupid stereotype.
The movie, MissRepresentation
…uncovers a glaring reality we live with every day but fail to see…
In a society where media is the most persuasive force shaping cultural norms, the collective message that our young women and men overwhelmingly receive is that a woman’s value and power lie in her youth, beauty, and sexuality, and not in her capacity as a leader. While women have made great strides in leadership over the past few decades, the United States is still 90th in the world for women in national legislatures, women hold only 3% of clout positions in mainstream media, and 65% of women and girls have disordered eating behaviors.
It starts with girls — young, impressionable girls — who are bombarded by the media (and now, Lego) with the message that how they look is much more important than how they think.
Lego has always been a “thinking” toy, stimulating the brain to conceptualize in three dimensions with unique creativity. My 9 year grandson is obsessed with Lego — builds the most amazing vehicles and structures, takes them apart, and then builds other ones all of his own design. He creates scenarios where male and female figures participate equally (of course, I had to purchase female figures for him separately since few come as cops, firefighters, or construction workers). He also creates family groups and structures. If I had a granddaughter, I would hope that she would play with Lego the same way.
Lego!! Can you hear me now! Girls don’t need another misrepresentation, another wrong message. Ditch the girly Lego, add more female figures in professional roles, and market the good ol’ Lego product line with an egalitarian approach.
STOP THE STEREOTYPING!