Girls Don’t Like LEGOs? Since When?

Iconic toy brand LEGO recently launched a new line of toys meant just for girls, but two young women, Bailey Shoemaker-Richards and Stephanie Cole, think the products are unfairly “dumbed down” for girls.

The new line is called LadyFigs, made of busty, pastel-colored figurines that come with interests like shopping, hair-dressing, and lounging at the beach. The uninspired toys even come with pre-assembled environments — so there is no assembly (or imagination) required.

Bailey and Stephanie say they’re frustrated that LEGO is pushing outdated gender roles on girls and cheating them of the opportunity to build and discover (seriously, we’re no longer living in the 1950’s, or the 20th century, for that matter). These ladies took to the internet, blogging about what they call the new “Barbielicious” LEGO, and petitioning the toy company to lose the sexist LadyFigs line and go back to empowering both boys and girls with its original products.

Click here to read and sign the petition.

LEGO hasn’t always thought its toys were only for boys. In the 1980s, the company was actually celebrated for a major advertising campaign that spotlighted a young girl and her LEGO creation with the tagline “What it is is beautiful.” However, since that time, LEGO reversed course and decided to market its products only to boys.

The company claims its research shows girls just don’t appreciate the original LEGO line. Bailey and Stephanie argue with LEGO’s renewed emphasis on boys — featuring only boys in its ads and stocking products in the boys’ aisles of toy stores — it’s no wonder young girls wouldn’t think LEGOs were meant for them.

Bailey and Stephanie’s fight to get LEGO to return to its gender-neutral toys is already making waves, with the Wall Street Journal, New York Times, and Time weighing in on the issue. LEGO is stubbornly holding its ground, telling Business Week that the LadyFigs launch is a “strategic” move to “reach the other 50 percent of the world’s children,” as if girls have never been part of LEGO’s focus.

Public pressure can prove LEGO wrong. If enough people sign Bailey and Stephanie’s petition, it could convince LEGO that the new LadyFigs are bad business and the company should return its focus to empowering boys AND girls with toys that inspire
creativity and innovation.

Tell LEGO to stop selling out girls — sign Bailey and Stephanie’s petition today.

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