Is there a Lego glass ceiling that so few Lego women have breeched? I can think of very few sets where a female character leads the way. Certainly the Batman, Ninjago and Harry Potter sets are huge sellers but it seems that Hermoine Granger Lego would sell quite well too. The distinctiveness of pink Lego bricks in the new 2012 Lego sets specifically targets young females and does little to encourage their male siblings to want their toy blocks. The new girly brand is called Lego Friends (quickly dubbed Lego Ladyfigs) and the Lego girl figures have properly colored flesh tones, facial features and modern hairstyles plus tons of pink attachments such as handbags, hair brushes and even lipsticks.
Lego Ladyfigs for Girls
Pink Lego for girls says Lego. It seems like they have jumped on the pink bandwagon. Pink digital goods sell well in the marketplace so why not pink Lego blocks too?
Lego Sets Girls Apart
The Lego Friends line of merchandise moves the brand into the fashion play area whilst retaining some of its core creativity with brick building. The combination results in a very pink world with Lego pink characters such as Stephanie, Mia, Olivia and Emma plus the inevitable purple pink paraphernalia that comes with the houses, garages, salons, pets and convertibles.
Lego targets girls
Girls do want their own brother proof Lego
The sets feature scenes such as a Splash Pool, Beauty Shop and an Outdoor Bakery. Maybe young girls want more exciting figures and as Lego are fond of products linked to motion pictures perhaps they might produce a Katniss Everdeen Lego set from The Hunger Games movie. Katniss and Roo figures would be popular, if perhaps too violent for Lego’s vision of a somewhat softer female society.
|LEGO Friends Set #5000245 Stephanie Bagged|
Girl less Lego Minifigures
The Lego Minifigures Series 6 does have a few token girl figures such as the Intergalactic Girl and the Skater Girl but the vast majority of the 16 figures in Series VI are male. These include non-petite muscle bound figures such as Roman Soldiers, Highland Battlers, a Leprechaun, a Lego Bandit and a whole host more.
Lego female stereotypes
Justification from the world's largest toy maker
Lego say their research indicates that girls do want this Barbie style of Lego and not just a few token girl minifigures in sets. Feminists are not too happy with the Ladyfigs and dislike the Lego gender stereotyping. Lego are delighted with the increased sales figures. Lego’s mission statement of nurturing children’s minds by exercising their imagination comes under severe scrutiny because some parents think this Lego is easier to assemble than boys Lego. It does seem that the company, in opening this gender gap issue, with its new product range, has opened a can of worms not to everyone’s liking. My granddaughters, however, are delighted to have their own Stephanie with her cool convertible. My grandsons stay well clear of anything pink, including Lego. Nuff said!