They are making Lego for Girls!! BAD IDEA,LEGO! You are perpetuating the “pink” stereotype that women are trying so hard to eliminate. Don’t they pay attention to what’s going on in the the rest of the world?
What they need to do, instead of making and marketing what basically is a line of “Lego Barbies,” is to add a lot of female figures into their existing lines and market regular Lego to girls — as they did in their more enlightened era, back in 1981.
Don’t Lego idea people ever see any news items? They are 50 years behind the times. I have heard that even the business cards Lego provides to its employees (which always feature an image of a Lego figure of the employee’s choice) offer many different male figures for male employees; the females are supposed to choose between a nurse or a cheerleader.
Elsewhere in the interwebz — if those ill-informed decision makers would just look and follow links –there is a whole generation of females who are vocally and assertively trying to affect the stereotypical ways that females and female superheroes are portrayed by the comic book and fantasy game industries. Lego’s “girly” line is going against the kinds of enlightened attitudes that intelligent informed people want for their kids. (The kind of people who spend a lot of money on Lego products.)
Lego building blocks are the staple of my 9 year old grandson’s play and learning time. He and his female playmates all use the same Lego pieces (although I have had to buy extra female figures because so few come with the sets). In their play, females are cops, firefighters, construction workers, doctors, and moms; males are cops, firefighters, construction works, doctors, and dads.
Girlie Lego figures and sets are not the answer. Lego. The answer is to spend your money NOT making PINK Legos, but rather put your money into including more female figures who are professionals and then including girls in your advertising on an equal basis with boys.
Go here and email Lego a complaint about this issue.