This probably isn't news to you but I discovered yesterday that Lego has a new line of box sets aimed specifically at little girls. It's called Lego Friends. I was gong to write a moany piece about gender stereotyping, but after a couple of sentences realized I was being insincere and what I really think is that it's nice that Lego is no longer just about pirates and spaceships and big diggers. Besides some of the sets are quite aspirational. If I had the money and the face I'd be tempted to buy Olivia's Invention Workshop and Mia's Magic Tricks for myself. (Mia is a stage magician, how cool is that!) As it is, I guess I'll wait a few years and buy them for my grand-daughters (who are both currently at the stage where Lego bricks are for eating).
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Date: 2013-08-14 10:46 am (UTC)What you're saying here is what I nearly wrote- or the gist of it- though I was unaware of the "Hey Babe" advert. I've been annoyed to see Lego turning more and more boyish and sexually exclusive. I miss the old days when Lego was just bricks and you could make what you wanted out of it.
But, given that Lego has turned itself into a boy's toy over the past 20 years, I'm happy to see girls getting a look in once again. Happy too that the Friends sets aren't all puppies and ponies and pink stuff (though they're that as well). I'd love to see a return to the ungendered, dungaree-wearing 80s, but, since that isn't going to happen (at least not yet) I think Olivia's Invention Workshop is a step or half-step in the right direction.