kiddie brands

Lego Not Giving Up on Girls

Posted by Mark J. Miller on April 20, 2012 12:01 PM

The folks at Lego thought they were throwing open a door to a wealth of new consumers when it introduced its Lego Friends line back in December. Since it’s being designed for and marketed to girls, the company figured it would be creating a whole new source of revenue and please any parents eager to bring their daughters into the world of Lego.

Instead, it got a whole lot more, with 50,000-plus people signing a petition against the new line. The uproar’s volume may have been turned down since then but Lego Friends still has its detractors, a fact that the toy-maker is aiming to turn around.

The first step comes today, when Lego execs are scheduled to meet with two young women who helped lead the petition and discuss possible improvements, a release from states. Bailey Shoemaker Richards and Stephanie Cole launched the campaign against Lego on the site. The two 20somethings are members of the “girl-fueled organization SPARK Movement,” according to a press release.

“Lego has the potential to be a toy that overcomes limiting gender stereotypes, and while we were disappointed to see them succumb to outdated ideas of gender in the Friends line, we hope to see them make positive strides forward,” Richards said in the release. “Over 55,000 people have added their voices to the conversation, and we want to make sure Lego hears those parents and kids.”

One thing the pair will take to the meeting is a list of ideas that was generated through Facebook comments of what girls (and adults) really want from the toy company. “Suggestions include marketing all Lego sets to both boys and girls, using more girls in advertising materials, and adding more female characters to sets outside the girl-centric Friends line,” the release notes.

Perhaps this meeting will serve as a good solid six-pronged (not pink) brick to build on for the future.


Dan T. United States says:

Glad to see the company is listening.  Such great products but they missed the boat on this one.  My daughters want to build cool Lego sets just like the boys (and do so thanks to the Harry Potter series) but I would love to see other sets that are marketed directly to them and still retain the classic Lego experience.

April 23, 2012 04:40 PM #

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