Wednesday, January 25, 2012


It would seem LEGO is getting caught up in the world of political correctness and gender politics! Some parents/activists are upset due to the gender separation now coming out through LEGOS.

Back in December Lego  caused a kerfuffle with an online toy-making template that only allowed boys’ naming options. The lack of girls’ naming options with the  Hero Recon line featured an online template for customers to build a custom creature, adding armour and accessories. Created as part of Lego’s DesignbyMe initiative, the toy can be ordered or used in online games on the Lego site once completed.

The final step of the process prompted the user to create a code name for the character  They offered 22 boys’ names and  plenty of generic names, but no girls names.

They fixed it! 

Now Lego has created a line for girls to play with. LEGO says this comes after four years of research on how girls and boys play. Some are just upset because they don't believe it needs to be separated into genders. They have on-line petitions and are making lots of noise in protest.

The Lego Friends' line is needlessly gender-biased, reports the LA Times. With bright colors, stylish clothes, and slim female figurines. The International Association of Eating Disorder Professionals says the new Legos are "devoid of imagination and promote overt forms of sexism"  and send girls a message "that being pretty is more important than who you are or what you can do."

Lego says it is only responding to customer demand. "We heard very clear requests from moms and girls for more details and interior building, a brighter color palette, a more realistic figure, role play opportunities and a story line that they would find interesting," says one Lego exec, who says that the Friends line was not just for girls. "We know that many girls love to build and play with the wide variety of Lego products already available."

I have boys, but I can tell you that untold hours have been spent playing Lego and Playmobil with girls. We have pink and purple Legos, the boys liked them. My guys have played with lots of so called girl themed toys, dolls and on occasion even dressed in princess costumes. I think these  activists are out to lunch. I  don't understand what the big deal is about!  I am not sure why we have to attack them for deciding to come out with a design that many girls may want.

A big fuss over nothing? Or do you think the critics have a point?