LEGO For Girls Backlash Has Begun
Oh LEGO, you made a rookie mistake. The plastic building blocks are for everyone. It’s only your marketing people that think girls need their own “pretty” version.
In a bid to “win over” the girl market, LEGO recently unveiled the LadyFig line, a set of LEGOS geared specifically at females. This doesn’t seem to take into account that a vast majority of girls and women were playing with LEGOS just fine without pastel colors, “girl friendly” sets and giant minifigs with breasts and miniskirts.
The Welcome Page for LEGO on Facebook (above) makes it painfully obvious who their toys are currently marketed at and perhaps gives insight into what would make LEGO think they need a line specifically aimed at girls.
However, this was not always the case, as you can clearly see from this ad campaign from the seventies.
So in response to this new direction, a grassroots movement in under way. Powered By Girl is asking everyone to take to Facebook with the above image and post it on LEGO’S wall with the following message:
”Forget the pink aisles and new girl figures with breasts, bring back beautiful!”
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38 Responses So Far
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- Alejandra Villa thinks LEGO For Girls Backlash Has Begun is Ew
- bene5 thinks LEGO For Girls Backlash Has Begun is Fail
- theruski thinks LEGO For Girls Backlash Has Begun is Fail
- susang6 thinks LEGO For Girls Backlash Has Begun is Fail
- rabindrap thinks LEGO For Girls Backlash Has Begun is Fail
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- Amy S. thinks LEGO For Girls Backlash Has Begun is Not PC
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not.claudia.schiffer a year agoIf a gay boy wanted the pastel LEGOS for Christmas and their parents said no, then that would be a problem.
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- anyl thinks LEGO For Girls Backlash Has Begun is Win
- kayt4 thinks LEGO For Girls Backlash Has Begun is Win
- kmdonohoo thinks LEGO For Girls Backlash Has Begun is Fail
- rainbowcrab LEGO For Girls Backlash Has Begun and thinks it’s & Win
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- samuelestebancolni thinks LEGO For Girls Backlash Has Begun is Ew
- rebeccam16 LEGO For Girls Backlash Has Begun
- ht.ly readers just made LEGO For Girls Backlash Has Begun hotter
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alexisalexis a year ago
Something that my parents and I appreciated in LEGO was that all the people were yellow and raceless. No racialized features, no regional dress, not even a consistent hair type! This LEGO lady just has some stylish red lipstick, and she can do everything LEGO man can do. I loved original LEGO because you could be so creative with it, instead of building something prescribed by the box like a war fortress or cupcakes (which is another issue entirely). It always felt weird to be playing with some blonde-haired doll, knowing that I was supposed to want to be like her. As a non-white person, I sensed at an early age the commercial exclusion that happens with dolls, band-aids, and a whole slew of other products that utilize “flesh-tone,” i.e. Caucasian-tone. At age 6 I wouldn’t be able to talk to you about the woes of normative white beauty, or how it’s taken decades for advertising to even recognize that non-white markets do indeed have purchasing power, or why there is only have one kind of black girl in commercials (especially in yogurt commercials. they’re always light-skinned with that springy-spiral hair that is just “soooo much more interesting than my straight hair. can I touch it ?!” ). HOWEVER, I could recognize that white was the standard. Without knowing anything about the history of race in this country, I knew that these people (toy companies, Band-Aid, even Crayola for a while) were telling me that other ethnicities were not worthy of recognition at all. A lot of things have changed dramatically in the last 25 years though, so that’s why I’m upset about there being ANOTHER new girl. Version 1 is no doubt this blonde one, Version 2 a brunette, Version 3 an olive-skinned girl who can be either Asian or Latina — doesn’t matter, and Version 4 will be black… if this product makes it that far. TL;DR I miss original LEGO, its lightly-gendered and highly functional people. I always thought they were raceless (I never thought of yellow people as being Asian…and still don’t), and appreciated that. I wish LEGO would stop reducing the original toy into prescribed kits and markets.
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- hylar thinks LEGO For Girls Backlash Has Begun is Win
- jennk thinks LEGO For Girls Backlash Has Begun is Win
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- noraf LEGO For Girls Backlash Has Begun and thinks it’s Ew, WTF & Fail
- stephanied18 thinks LEGO For Girls Backlash Has Begun is Fail
- malik thinks LEGO For Girls Backlash Has Begun is Win
- racheler thinks LEGO For Girls Backlash Has Begun is Fail
- Floobity thinks LEGO For Girls Backlash Has Begun is Win
- wesleyd2 thinks LEGO For Girls Backlash Has Begun is Fail
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- buzzrabbit LEGO For Girls Backlash Has Begun and thinks it’s Not PC & Fail
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- tylere2 thinks LEGO For Girls Backlash Has Begun is Win
- nicolev3 LEGO For Girls Backlash Has Begun
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Ophelia Green a year ago“There already was LEGO for girls. It was called ‘LEGO’”. A truer word has never been spoken. This is getting plenty of attention. Check out this story on it: http://www.news.com.au/technology/bring-back-beautiful-girl-friendly-lego-range-sparks-social-media-backlash/story-e6frfro0-1226229317138#ixzz1hKTo0WO6
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- monitabairdb thinks LEGO For Girls Backlash Has Begun is Fail
- Swtrktekt LEGO For Girls Backlash Has Begun and thinks it’s Fail & WTF
- eirene thinks LEGO For Girls Backlash Has Begun is Win
- lisasparklesw thinks LEGO For Girls Backlash Has Begun is Win
- lilya3 thinks LEGO For Girls Backlash Has Begun is WTF
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- delfinap LEGO For Girls Backlash Has Begun
- johns31 LEGO For Girls Backlash Has Begun
- mariec4 LEGO For Girls Backlash Has Begun and thinks it’s Win
- patrickowenf LEGO For Girls Backlash Has Begun
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- Sarah C. thinks LEGO For Girls Backlash Has Begun is Win
- johnt20 thinks LEGO For Girls Backlash Has Begun is Win
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Amy B. a year agoI’m all for the backlash, honestly. The legos were already in the “boy isle”… making girls feel unwelcome to begin with. Now that there are specifically girl legos, they are even less welcome. It encourages them to stick to the things they are “supposed” to like… mini-skirts, flaunting boobs, and frilly pink things. No, this lego thing is not a huge deal per se… but the more things like this happen, the more society perpetuates an environment where good boys are told they are clever and smart, good girls are told they are pretty and sweet. I consider myself lucky I had parents that were equally willing to get me a matchbox car or a barbie doll outfit. Not every kid is that lucky and I just think it’d be nice if society made it more okay for kids to like whatever the heck they want.
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- changita4011 thinks LEGO For Girls Backlash Has Begun is Fail
- WeasleyBiliusRonald thinks LEGO For Girls Backlash Has Begun is Fail
- tmz.com readers just made LEGO For Girls Backlash Has Begun hotter
- sophiagracet thinks LEGO For Girls Backlash Has Begun is WTF
- dinoraa thinks LEGO For Girls Backlash Has Begun is Fail & Win
- alexismariel LEGO For Girls Backlash Has Begun
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rachel707 a year agoIt’s business!!!! If you as a parent want to see your girls playing with the traditional lego sets then have at it. Why be offended that they are expanding their offerings? There is still value to building even if the blocks are now pink. This may open up door to girls who normally would not be attracted to legos. Sheesh!
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- LEGO For Girls Backlash Has Begun is starting to get hot on Twitter Tweet It
- shell52383 LEGO For Girls Backlash Has Begun and thinks it’s Win
- bacon lovin' becca LEGO For Girls Backlash Has Begun and thinks it’s Fail
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Graysmith a year agoSo what if there’s a “girly” kind of LEGO? It’s not much different than the Hero Factory/Bionicle action figure LEGO toys that primarily interests (some) boys. There’ll still be plain old regular LEGO for all and anyone. Buy your daughter a bucket of LEGO Creator and you’ll have exactly the same as that last photo.
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- Amber K. thinks LEGO For Girls Backlash Has Begun is Win
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samf4 a year agoNothing about this says that girls can only play with the “girly” Lego sets. They’re simply marketing to a new demographic. Girls that like Lego now have a choice of what type of sets they want to play and build with, and for that matter, so do boys! It’s getting attention because this is the biggest move Lego has made in a long long time. I’m sure that there are plenty of girls that play with Lego as it is, but for the ones that aren’t because it seems too boyish, Lego has made this. They are simply trying to expand their customer base. In fact, I bet that every single one of those new colors are going to make their way into the amazing custom building community. Good for you Lego, sorry the media is mishandling this.
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- Lana B. thinks LEGO For Girls Backlash Has Begun is Fail
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pigletinboots a year agoI had the pastel Paradisa Legos and I thought they were cute! It didn’t mean I couldn’t also play with primary color Legos and it didn’t mean my favorite color had to be pink (it was forest green). The type of Lego set you have doesn’t determine whether you’ll be feminine or gender neutral. They’re just plastic blocks.
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- SajidaKajada thinks LEGO For Girls Backlash Has Begun is Fail
- Murphy_008 thinks LEGO For Girls Backlash Has Begun is Fail
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dak1038 a year ago
my five year old is lego agnostic, she doesn’t care. A color doesn’t make a difference to her. On the other hand she has two friends that are obsessed with pink things and would refuse to play with anything that wasn’t “girly”. So, I know first hand there is a market for this. Lego is not stupid.
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