Via Facebook:”This is how they advertised Lego with girls in 1981.
Wouldn’t it be nice if companies still marketed to girls like this?
Dear Lego: More Ads Like This Please… (Share if you agree)”
There is a movement afoot – a movement that is gaining momentum, a movement that affects our children. This grass roots movement is aiming it’s disdain towards a beloved toy company that has never (to my knowledge at least) been the target of the disapproval of parents. And that company is none other than Lego.
The issue at hand? The brand recently launched their line Friends. A collection of mostly pink and purple hued blocks featuring, busty attractive Lego figures with names like Olivia, Stephanie & Emma, puppies, and their own hot tub, a bakery, and “Butterfly Beauty Shop.” And this very pink, very “girly –girl” aesthetic hit a nerve with parents, especially those trying to not inundate their children with “girl” toys. Until now, Lego has mostly been a gender free zone (although they have done more girly type items in the past that didn’t meet with as much controversy).
But once Lego embraced the gender neutrality of their product, especially in the ad above. An ad that has become a rally cry for those upset with the new “girly” sets. On Change.org “Tell LEGO to stop selling out girls! #LiberateLEGOs” movement are collecting signatures – so far about 2000. They reference this ad saying:
“In 1981, LEGO’s campaign, “What it is, is beautiful,” invited girls to play with LEGOs in a way that didn’t appeal to this lowest common denominator version of girlhood, but gave girls credit for being creative, smart, and imaginative.” They continued saying, “this has always been LEGO’s strength. It’s why they are parents’ go-to toy. They’ve never sold our kids out—until now.”
Their plea? “As parents, aunts, uncles, grandparents, sisters, and friends of girls, we want the LEGOs we know and trust back. Don’t sell girls out, LEGOs. Give them dreams that take them beyond shopping malls, beauty salons and hot tubs!”
And they have a list of demands.
“LEGO, we are asking you to:
1. Bring back your “beautiful” campaign;
2. Include girls in your advertising for all LEGOs sets;
3. Include more girl characters in your regular LEGO sets;
4. Market regular LEGOs in the “so-called” girl aisles of toy stores.
5. Release a public statement committing to the above actions and to practices that won’t sell girls out.”
Do you think this is much ado about nothing, do you see nothing wrong with their “girly” line, or does this new marketing strategy make you mad too?