Yet another petition. But it’s a good one. I couldn’t resist (typical woman, eh).
After 4 years of marketing research, LEGO has come to the conclusion that girls want LadyFigs, a pink Barbielicious product line for girls, so 5 year-olds can imagine themselves at the café, lounging at the pool with drinks, brushing their hair in front of a vanity mirror, singing in a club, or shopping with their girlfriends. As LEGO CEO Jorgan Vig Knudstorp puts it, “We want to reach the other 50% of the world’s population.”
That makes my head want to explode, so I signed.
As representatives of that 50%, we aren’t buying it! Marketers, ad execs, Hollywood and just about everyone else in the media are busy these days insisting that girls are not interested in their products unless they’re pink, cute, or romantic. They’ve come to this conclusion even though they’ve refused to market their products to the girls they are so certain will not like them. Who populates commercials for LEGO? Boys! Where in the toy store can you find original, creative, construction-focused LEGO? The boy aisle! So it’s no wonder LEGO’s market research showed girls want pink, already-assembled toys that don’t do anything. It’s the environment and the message marketers have bombarded girls with for over a decade because, of course, stereotypes make marketing products so much easier. But we remember playing with and loving LEGO when we were little girls.
Damn right. Well I didn’t play with LEGO – it hadn’t been invented in the 1890s – but I did play with cowboy paraphernalia, and Lincoln Logs, and an electric train (my older brother’s, to be sure, but there was no need for two of them and I played with it), and trees (by climbing them), and forts (by building them), and all sorts. I also liked making doll houses. I was eclectic. But I sure as hell did not play with anything pink and stupid.