Somehow I thought things would be looking up for reducing the number of gendered toys after the video of a little girl ranting in a Target went viral around Christmas. Then just today I found out, to my horror but not shock, that Lego is making a new collection for girls called “Lego Friends.” GAH! It appears to be some kind of Bratz-Lego hybrid complete with a site that has horrible animation reminiscent of a Barbie movie.
Of course, these new female Legos have curves and busts and love to hang out at the hair salon and cafe in their horrible little town of Heart Lake City.
HEART LAKE CITY?!?!?!?!?!?! It’s like Salt Lake City except with more ponies.
I would write a whole article on the sexist stereotyping, logical fallacies, and self fulfilling marketing ‘research’ that tries to justify this crap, but many people have beautifully sounded the horn already and I will link some of their work here.
All I have to really contribute is how I personally loved building and storytelling with my Lego sets as a child, and I look forward to seeing my children have the same experience, boy or girl.
Juxtapose this horrible new ad:
with a wonderful old ad that Lego needs to remember: