Legos rock, even if you step on them & really hurt your feet in the middle of the night. The imagination they inspire is dynamic in a child’s life!!!
OH YES! So true! They have great Lego packs, a lot of girls are into STEM, I don’t see why they could just add some females to existing packs! I would have loved to have something like Lego Coastguard. Girls like to DO things that have an impact, not just be spectators, or be in helping professions. 🙂
Lego tries to make something for everyone, here’s your lego space bombshell:
Grey lipstick? You cannot be serious!
We don’t need her to be pink. It’s a Lego minifig. Just stick a girl hairstyle in the pack AS IS and that’s perfectly fine.
Why do our female space heroes need to be “bombshells?”
Agree 100%. Seriously, who would have a pink spacesuit??
This is SO right!
THIS IS SO TRUE. I GOT THE PINK LEGO SET FROM MY MEEMAW BUT I DID NOT LIKE IT BECAUSE I WANTED TO SHOT THE GUNS AND PLAY W/ MY BROTHER. HIS ARE WAY MORE FUN. WE STILL PLAY AND HE IS 15 AND I AM 13. I AM ON HONOR ROLL AND LOVE THE MOVIES AND EGYPT HISTORY BECAUSE I AM NAMED AFTER A QUEEN.
Just wanted to let you know I cheered when I read this, then promptly shared it on Facebook (where I found it in the first place). I grew up with Legos, building a variety of things with my brother, challenging each other, making Lego Transformers that actually did transform, and Voltron-like robots… As a 40 year old mom of boys, I can only hope they feel as inspired by Legos as I was. They both question the logic of Lego Friends (and gender-targeted marketing in general). I can’t wait to see their reaction to this comic. Thank you so much for this!
Awesome. So true.
My 2 children (one girl one boy) have been playing with a box of Lego since they were 3. All different pieces in one clear box. They both use the same colours and make whatever they choose. My little girl is now 8 and at no time has she expressed a desire to go THE MALL, THE SPA as advertised on your new Lego advert. She hates shopping and doesn’t even know what a MALL is as she is Australian not American. Rather than reinforce her choice to play with Lego, you have alienated her and ME (the purchaser). I sued to play with Lego for hours in the 1970’s and it was aimed at children not genders!!
Please dont increase the gap between girl and boys. We need equality. We need children to play togerher to be able to cooparate in the future.
LEGO can have great impact in our children and their creativity. Please take your responsibility!
i <3 this
I agree with the concept totally and you did a good job of pointing out the silliness behind marketing ‘girly’ things based on stereotypes. That said, my daughter loves the shit out of her lego friends sets and when I offer to get her the other types she says she is not interested. So the line does actually do the job of getting girls into legos where they might not otherwise be. And despite the pigeonholing (cafes and horseys, yeesh), girls are still getting all the great practice in stuff like figuring things out and following written/visual instructions, and creative building and so on.
Well said. You can buy what you like for your kid. If the marketing doesn’t grab you, you’re not the audience. Our kids will like what they like. You expressed exactly what I thought 😉
I dont agree. the Lego Friends sets are much easier than normal lego with lots of premade pieces and very little room for imagination – obviously it hasnt worked if it has not got her interested in any other type of lego.
No, actually, they’re not. The construction techniques are comparable to those of sets from all other lines that have the same age ranges and sizes / prices / piece counts; they’re not “dumbed down” at all. The overwhelming majority of the parts in a typical Friends set are found in sets across other LEGO themes. Even the minidolls themselves require exactly the same amount of assembly as conventional minifigures.
I could not support your comment more! My daughter is 7, and while being a brilliant puzzle solving, math loving, mini engineer in the making… she is the girliest girl you’ve ever met.
So no, she will not put together the Lego rocket ship or dune buggy. But she will rip open a new bag of pink and purple Lego Friends Pet Hospital (or whatever) and not move until the entire thing is put together.
So yes, I love that there are girls who want to put together the battle scenes and motorcycle obstacle course. But my daughter isn’t one of them. So thank you, thank you, Lego for supporting that pink princesses can be STEM masters in the making.
I believe everyone here has temporarily overlooked the fact that just because something is pink doesn’t mean its for girls. Just because it has a mall doesn’t mean its for girls. BUT PEOPLE TREAT IT THAT WAY.
You don’t need to be a “girly girl” to play with this stuff, but if you put it in the “girls” isle, label it with “girl”, tell them only girls like pink and all this other stuff – then OF COURSE only little female children are going to be the only people brave enough to buy it.
IT IS NOT OKAY. To assume kids need seperate toys to enjoy themselves. Kids have no gendet. And adults define their own gender along a spectrum.
If Lego wanted to market this line they should have done what some toy catalogs do now, which is to show girls and boys of of different ages playing with toys without predjudice. A boy using a kitchen set. A girl working at a tool bench( NOT colored pink: because the inherent enjoyment is in the toy/realism it presents, not in the color).
If they wanted this line they should have opened it up to little boys just as they are now striving to open up a few of their old lines to girls.
I have an 8 year old at home who will defiantly NOT agree with this cartoon. She absolutely loves Lego Friends and will also say that adding a ponytail to a character will not turn it into a girl as the Friends collection most of them wear skirts and the faces have makeup!! So Lego well done on this brilliant collection.
Love this! You have to wonder how such a simple and easy fix has gone unimplemented for so long. Oh. Wait.
I wonder, do companies actually make more money by splitting up products into arbitrary “For Boys” and “For Girls”, or would they make more money by marketing one product for both?
Totally agree with the sentiment behind this comic – it’s great. I did hear though that the Lego Friends range has been massively popular and Lego are very pleased that they did create a “girl lego” brand, sad though that is to admit. I don’t have figures to back that up though.
Yes, but that article is from six weeks after the Friends set debuted. Currently, out of the top twenty sellers in building toys on Amazon, eighteen are from LEGO, and only one of those is a LEGO friends set (comes in at #14). http://www.amazon.com/Best-Sellers-Toys-Games-Building/zgbs/toys-and-games/166092011/ref=zg_bs_nav_t_1_t
The Walmart stat seems to hold up, though a better URL is http://www.walmart.com/browse/toys/building-sets-blocks/4171_4186?facet=brand:LEGO.
Next to last pic. says it all -“pack it in boys” – boys? If they employed more women on their design team, they wouldn’t have made this fundamental error. What they are designing is how THEY would LIKE girls to be, interested only in ponies and beauty parlours, and therefore no competition to them in the workplace.
I suspect that was intended in the cartoon – boycentric design team = stereotypes created.
But due to the paucity of women (in general) in engineering and manufacturing, there probably weren’t enough women available to be on the design team in the first place!
You know that there are plently of women in engineering my friend. And even so, it shouldn’t take a woman to know that being a woman doesn’t make your potential interests any different than a man’s. Anyone remotely competent should ynderstand this.
Lego Friends is a huge improvement over Polly Pocket though, and THAT’S who they are competing with. Why compete with themselves? No, they are taking on the Pink Aisle with purple boxes and giving girls more options than PP does. Polly Pocket will go to the mall (to shop only), to the beach, or go “glamping” (camping glamorously). Lego already has the business of the female AFOL. This is them branching out into the rest of the market. The Juice Bar is pretty recent, the ones that surprised me at Target yesterday were the Jungle Rescue sets. Now, I’m a mom of two daughters and my girls LOVE the Lego Friends sets. They build what’s on the box once, toss the instructions, and then build whatever they want from there. I love these because they seem more free to come up with their own play than with PP. And I don’t have to vacumn up those stupid soft plastic teeny shoes! I can make a doll that looks like my daughter in four clicks, and yet some of the favorites are ones that look nothing like them. Please, look at them for what they are- competitors with the Pink Aisle, not with Lego! (P. S. The Jungle sets are the first thing I’ve seen in any medium that can serve as a successor to Dora the Explorer when the girl outgrows her. I’ve looked for my youngest for years, she even rejected princesses and went BACK to Dora because there was nothing else.)
This speaks to me. I used to draw black hair on the astronauts to make them girls. I used to wish they had long hair for the characters. I never wished they had a nail salon.
You totally nailed it! I loved the primary colors and cool action toys all the way. Toys are all about fantasy! Who the hell wants pink or shopping mall crap?
Great comic and so true unfortunately… I was at toysR us the other day and saw these lines of lego toys for girls. Kinda sucks. cheers.
Yeah… the thing is. Children and their parents requested “girlier” Lego sets, and Lego responded. If there wasn’t a demand for these new sets, they wouldn’t waste money making them.
That’s EXACTLY what I told a Lego rep at Toys’r us last week. You just need to add female characters to all the existing sets and your line would be perfect.
I looove these comics!! Please keep em coming.
Absolutely love this! Me and both my younger sisters grew up with Lego and we loved just being able to make things, we didn’t need “girl Lego” I mean it’s Lego…it’s for everybody!
Excellent work! I totally agree.
I was just at the Lego store and saw their new line and thought exactly the same thing this comic portrays. Gah.
TOTALLY AGREE with this! 😀
This is awesome! Thank you!
My daughter would agree: she got the Lego-friends magazine from lego club because she is a girl, and she hated it: even ripped it apart. It could not be changed in the administration so now she is a boy and gets the ‘real’ lego magazine. She does not consider friends real Lego.
Lego did research on what girls want to buy. They released sets based on that research. Girls buy them now.
It’s cool if they don’t appeal to you personally, but these sets do appeal to more girls than not – which is Lego’s aim, to sell the most sets possible. They’re not trying to change girls’ opinions on what’s cool, or align it with your own.
Hence juice bars instead of spaceships.
I suspect the decision was not based on what *girls* want, but what the people who buy toys for girls want. Mom and Grandma think that Lego is for *boys*, regardless of whether or not the girls do.
“So when you were a kid, you weren’t interested in cafes and shopping and horses?”
“Not really. Why do you think I played with Legos?”
Totally nailed it.
I can’t tell you how much I love this. Thank you. It says — so much better — what I was trying to say here. I’m sharing this link!
This is exactly the experience we’ve had with our granddaughters. Go, ponytail. We’re for alien invasions and secret agents. The friends stuff ended up in the attic. But we DID buy it —–ONCE.
Not every girl is a sexually liberated post-feminist consumer. Some girls like malls and juice bars. Lego already has stuff for the girls who like boy’s toys. Friends is for the girls who like girly stuff.
Yep.. One of my 9 yr old girls loves all lego, in particular the simpsons.
the other 9yr old girl wouldnt have touched lego til her sister had a ‘friends’ set because she is girly.
It just opens lego up to more kids
And not all boys like Legos. Lego is not a boy’s toy. It’s a toy.
The problem is labeling it as “boys” lego or “girls” lego.
“Lego already has stuff for the girls who like boy’s toys.”
You have completely missed the point.
My daughter, who loves her duplos, has the zoo set, pirate set, cafe/gas station set, bus travel set and animals set.
Please explain what inherently makes any of those “boy” toys.
Lego rarely has anything specifically for girls who like toys boys like. Why not have both boy and girl figures with the stuff boys and girls like, including the “girly stuff.” There are boys who like girly stuff. My son liked Barbie dolls because his sisters did. Lets stop calling the Lego sets “girly stuff” and “boy stuff.” Call it kid stuff, put both boy and girl figures it it, and let the kids decide which Lego sets they like.
Not really. Women barely figure in the remaining lego world, and that is the problem. Lego needs more women in their ‘normal’ lines, honestly: How many women policemen, women firemen, women astronauts, women engineers, women thiefs are there in the lego world? In real life women are all over the world.
Iunno, I feel like there might be a segment of the population who *does* want this stuff. We’re clearly not it, we already like the legos that exist – but its not for us. Its for people who don’t like what already exists.
You are so right. My eldest daughter did not like lego. She likes lego friends and I am just happy she is building now and is starting to like lego creator now because she likes friends. So I am grateful for that. And friends also has a plane, treehouse and laboratorium so it’s not all girly girly. My youngest daughter never wants lego friends and already picks the normal lego. So it just depends on what girl you are.
WOW, no words for how great this comic is! Brilliant!
Funny. Thank you for this.
Great cartoon, absolutely nails the point.
The sad thing is it will sell. Gender identity conditioning begins at home, and is then reinforced year by year by external sources, like this one. Lego Friends is more of a symptom than a cause, not excusing it of course.
My nine year old daughter says the same thing. Just some pink and purple blocks mixed in with all the other colours and some pony tails. She finds it offensive that “girl Lego” is easier.
Could not have said it better. ALL toy lines need to learn this. And quit separating toys by gender in the store!
Daughter played with Fabuland Lego, never interested in “pink girlie Lego” she said that is what “playing barbies” was for. Imagination and non-gender animal play creates more joy in play / development.
Lego is brilliant for fine motor skills development. Leads to good legible handwriting …..
my granddaughter loves the Chima Legos. Bought her the Lego friends and she played with them once but plays with the Chima all the time. Just saying…..
dont say sorry
This is perfect.
My daughter plays with both, regular LEGO and LEGO Friends.The cartoon is still funny though!
My daughter absolutely loves Lego Friends. And the movies on youtube as well.
The best solutios, if you ask me, is to make all different types of Lego products, these included, but to sell all of them without gender specific marketing. Why? Because boys could like some of the things from the “Friends” line every bit as much as girls can like things from the other lines. I mean heck, I grew up playing with Rainbow Brite as well as Transformers because I liked both!
Thanks for this great comic. It seems that not everybody has picked up on the very simple fix that allows any ‘boys’ themed Lego to be gender neutral, and that is the simple inclusion of a few pony tails of varying colours in *every* Lego set. Users could choose to fit their characters with them – or not – as they wish. The pony tails don’t have to be themed in any way at all; they only need to be included. You’d be able to put pony tails on cops, firefighters, or even Luke Skywalker if you really wanted to.
As if any of the girls I grew up with liked Star Trek..
Thanks for making a point I’m not allowed to make as I’m male. We need to stop perpetuating the stereotypes and just admit fun is fun, no matter your gender.
And what about boys, who like Malls, Pink Stuff, and Hate Boy Stuff. Like football, war games, and love dressing up, and playing with dolls
I played with lego before they had all the fancy parts. We had wheels and windows and doors and stiff but that was it! The rest was up to my imagination. It never occurred to me once that I was playing with boy toys. I used to use all my little disney charms as the people! I am not ancient btw… 45yrs old. I love the cartoon – keep it simple!
Couldn’t agree more! How can I share this on Facebook?
My daughter loves LegoFriends.
Based on sales – the friends line was a hit – juice bar and all. Mich like the boys stuff, once you tear it down, you don’t need to build a juice bar again. To the ponytail ypu woild have also had to add pink blocks.
Bingo! One piece…..I was thinking of ta-tas!
I love Lego, I have my grown up room filled with it, but I never liked wars, angry people or cars. I was very happy when Lego friends arrived. I love the looks, and the colours. But what about malls, juice shops and stores? Totally stupid! Horses are OK, but do they have to be so pink? I am looking forward to the Lego elves coming in March. Yes to Lego, no to wars and agents, no to malls and beautyshop.. Yes to houses, animals, normal stuff.
If girly girls want a Lego shopping mall or juice bar why can’t they build their own out of Lego. Because that’s what Lego is for – imagining stuff and then building it! (and then destroying it with laser beams from a self-designed-and-built space-ship!)
Who’s to say they can’t build a laser with Lego Friends to shoot their juice bar down?
But surely the problem is also with the people buying the toys as well. If parents stopped to think for a second and give their children what they really want then this sort of rubbish wouldn’t get passed the design phase. The company is only thinking about how to get more money by making toys that split the genders. Stop feeding them. Gender biased toys are disgusting but then so is “pink for girls, blue for boys.” Stop pandering to the companies that think they know better. Stop buying them!
Lego has made ‘girl’ sets before – I had Paradisa sets as a kid in the 90’s – but there was a key difference: those were regular-sized sets with ordinary minifigures, so they were fully interchangeable with everything else. Your pirates could hang at the cafe, and your horsey girls could give riding lessons to your M-TRON dudes, and it was a wonderful, wacky world. But the Friends line is scaled differently from regular Legos, and therefore sends the message that girl and boy toys (and interests?) must be mutually exclusive. More people need to see this comic.
I have 2 daughters. One prefers the “friends” line one prefers the “city” line. Why does pink and purple Legos have to be bad? I do like the idea behind this different set, HOWEVER I do not appreciate the change in the characters. Why do the people in the friends collection have figures?!?!? They should be the same boxy mini figures as the traditional sets.
Practical solution: http://m.ebay.com/itm/like/191401727989
As a man with a ponytail I’m afraid I think this might ne oversimplifying things a bit. But as a Dad of two young girls who are into aliens and egyptology and so on…this rocks.
Yup! That’s why I gave Goldie Blox to my 8 yr old granddaughter.Also sent the Goldie Blox Engineer book.Totally awesome!!
Why should Lego be gender orientated, primary colours are not gender sensitive, leave Lego as it is – my son of 30+ is playing Lego with his kids and loving it!!
I think that it is good that they have lego shops and spas for the boys who like to go to them and who like pink. Wish they weren’t ‘targetted’ at girls, just include them in the lego city range! Multi-coloured.
I had pink and purple Legos and I liked them. I also had regular Legos. And I put rolly-pollies in my Barbie ice cream maker. I don’t ever remember feeling limited or pigeon holed or second class or anything…. I’m a girl. I liked girl toys. And boy toys. And dresses and dirt. My mom let me play with whatever kind of toys I wanted it wasn’t like I couldn’t buy “boy toys” at the store!
This comic is great and addresses one of the issues raised by the introduction of the “Lego friends” line, but it also complicitly normalises the femmephobia already immensely prevalent in society: The punchline is that while there may not be anything inherently wrong in girls building and playing juice bar and shopping centers, it is not an ideal option and girls can and should be targeted by adding a ponytail accessory to the pre-existing spaceship sets.
While that certainly speaks to the experiences of some girls, it doesn’t speak to all girls. The comic also completely ignores the fact that there may, indeed, be boys who want to build shops and juice bars with the pink sets, and thus complicitly contributes to femmephobia in its message that girls should only be targeted in
Lego marketing by adding vaguely feminising options to the sets targeting more “masculine” interests (like Star Wars) and the Lego Friends Juice Bars should not even exist, for girls or boys. You don’t even have to mention the “or for boys”, because it’s implied all over the place by the suggestion that Lego Friends feminine sets shouldn’t even exist at all.
Femininity is not the problem. The problem is in marketing femininity as a pursuit exclusively “for girls”, and suggesting that girls can be equally interested in masculine pursuits only addresses half the problem.
You can’t dismantle the status quo by leaving half of it standing.
It boggles my mind that the toy industry has gone backwards into such sex stereotyped divisions again…in the 70’s -80’s we had made so much progress away from that. What happened? I guess it can be traced back to the growth of the conservative/tea party/right wingers, right? Very sad for the little ones growing up today, esp. if they don’t have good female role models. But as far as Lego goes, I say add a ponytail option and get rid of the guns for all the astronauts! And keep the stores/shops but market them for boys and girls. (I assume they are all pink and pastel looking, right? Ugh. Who are the people coming up with those designs?!?!?)
It is JUST that simple. I picked up an RV set that comes with a young man and woman. Swap the hair and it’s a lesbian couple. What’s even more awesome is that it even gives them better personalities to work with. Hell now I gotta get a set with a kid or two for them to take camping.
Lego Friends, for me, falls into that category of “if you don’t like it, don’t buy it.”
It seems like the person who made the comic believe that all girls should be the same, and like everything that boys like. That’s just not the way it is. I know because I’m married to a girl who liked (likes) all things pretty and pink. She told me Lego didn’t appeal to her as a kid, but when I showed her a pink Lego Friends castle she said she would have been all over it. The fact that Lego doubled their projected sales with the Friends line shows that these appeal to a lot of girls.
My daughter can play with any Lego she wants. If she wants Space Lego, or Lord of the Rings, or Super Heroes, that’s great; but if she wants the pink lego set (she is her mother’s daughter afterall) then that’s great with me too.
Good to see that someone here retains some sense.
Love Love Love this
such sexism! I have a ponytail… and I’m a boy. 🙂
(Great comic! Kudos)
I feel for you.
I agree with the point of the comic, but why does she apologize in the last frame? It trivializes her opinion and totally blows the whole argument. I’m so tired of women saying they are sorry.
Is there a Lego “Housekeeping and Washing Up” for girls?
“Creator Of All-Female Scientist LEGO Set Follows Up With Even More Scientists”
XD Great! You made my day!! It’s exactly how I think it is. I wroted a letter a few years ago to lego – but unfortunately they didn’t understand it. I played more with knights and pirates – but it’s the same in green.
Thx for this awesome transformation in pictures and speech ballons.
I’m giving a talk on design research and gender and I’d like to put your LEGO friends strip on a presentation slide. Would this be alright?
I totally agree with this, but my 7 and 9 year old daughters do not. They love lego friends!
so i guess LEGO did their job right. 😉 I mean its geared to the little girls not to the big girls. 😛
And yet the friends line everyone rags on is the same line that has record sales and surpassed LEGO’s own projection.
It’s LEGO NOT Legos!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1!!!!!!one!!!!!1!!!
If I make a 3D Printer design for moar girl lego hair, may I post this comic in my explanation for why it’s necessary? I’ll send you the prototypes if it wins me a printer 🙂
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