Lego, the iconic maker of billions of beloved building blocks, recently introduced a new line of toys, specifically marketed to young girls. Lego Friends features five new female characters who are more shapely than the brand's traditional boxy figures, and blocks in colors like pink and purple. Kids can play with the Friends in beauty shop, cafe, design-school and workshop playsets, which are somewhat simpler to assemble than other Lego kits. The line's slogan is "The Beauty of Building."
Since the Friends went on sale, however, they have been attacked by critics for perpetuating female stereotypes. A California eating-disorders specialist, for example, started an online petition to pressure Denmark-based Lego to stop producing the new sets because, she claims, they could encourage body-image problems for girls. Across the country, a New York City "girl power" group organized a similar petition drive, protesting what it called a limiting message the toys sent girls about their potential.
The company, however, claims that all of its toys are suitable for boys and girls, and that the Friends line is simply meeting specific consumer demand. In a press release, Lego's executive vice president of marketing wrote, "We have not been as successful in drawing the interest of more girls with what we currently offer. We heard very clear requests from moms and girls for. . . a brighter color palette, a more realistic figure, role play opportunities, and a story line that they would find interesting."
And Lego has other defenders, who find the protests to be much ado about nothing. Or, as Los Angeles Times columnist David Horsey put it, "There are important battles to be fought to erase gender discrimination. This does not seem like one of them."
We recently asked our Grandparents.com Facebook followers whether they would get Lego Friends for their granddaughters, and their opinions were mixed. See highlights of their responses below, then join the debate yourself in the comments area:
“I am tired of girls being targeted with only dolls. What kind of messages are we sending our young women?” – Payamps
“When my kids were little, my girls did not play with them as much as my boys. My granddaughters play with them but I am sure if they had girlish dolls, etc., they would play with them more.” – Tamy
“Girls play with Legos. It’s a toy for all kids rather than a toy for just boys.” – Deborah
“I think they are kind of cute.” – Ginger
“We love Legos as they are. Unisex toys are wonderful!” – Mary
“I will buy them for myself!” – Rhonda
“Why change a good thing that has worked so well for so many years?” – Tomasina
“My granddaughter will be delighted with these new ‘Friends.’ I would buy them for her, definitely.” – Beverly
“What’s wrong with a pink-and-purple brick airplane or bulldozer?” – Janetta
“I personally think it’ll be a flop!” – Tanya
“I never bought pink blocks for my daughter. She used the primary color ones just fine. What would be wrong with just adding the Lego Friends and some pink and purple blocks to a regular set? Believe me, if we would purchase this, it would all get mixed together with my son’s Star Wars and SpongeBob Legos anyway!” – Anonymous
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