Marketing Legos to Boys and Girls
Posted on March 13, 2012 at 8:00 am
Thanks to my friends at the Campaign for a Commercial-Free Childhood for pointing me to this look at the different way Legos are marketed to boys and girls. I love the way the website lets you make your own mash-up.
I understand that children and teenagers can exaggerate gender differences to establish a margin of safety as they attempt to understand the complexities of gender and culture and advertisers and their clients want to appeal to them. But as shown most vividly in the viral video of the little girl who was furious that Toys R Us seemed to think she would only want toys that were pink, marketing this way reinforces a lot of stereotypes that are not appreciated by today’s children.
I like this commentary by CNN’s Mark Joyella:
The new range of girl-targeted Lego toys (by which I mean figures and accessories in addition to the classic blocks that date back decades) features such forward-thinking concepts of what girls want in a set of plastic blocks as a beautician, a pop star and a “social girl.”
I’ll admit all I know about girls is what I’ve learned from my daughter over the last eighteen months since her birth. But the idea of forking over any amount of money for toys that limit her vision to 1950’s stereotypes? C’mon, Lego. You can do way better than that.
As Bloomberg Businessweek’s Brad Weiners reported this week, “now, after four years of research, design and exhaustive testing, Lego believes it has a breakthrough in its Lego “Friends” … a full line of 23 different products backed by $40 million global marketing push. ‘This is the most significant strategic launch we’ve done in a decade,’ says Lego Group Chief Executive Officer Jorgen Vig Knudstorp.”
Four years of research to create a Lego beautician and a “social girl”? Didn’t Barbie pretty much cover that ground sometime before 1960?
These ads give families a good opportunity to talk about how commercials try to trick us into wanting and even thinking we need things and about the importance of asking ourselves who the messages are coming from and what the messages are.
A little Irish girl named Fiona goes to stay with her grandparents and becomes convinced that her baby brother, whose cradle was carried off to sea years before, is alive and being cared for by Selkies, seals who can transform themselves into humans. This is a quiet film, filled with lovely images that convey the magic surrounding anyone who believes in it. It explores themes of loyalty and commitment to family and following your heart.
A group of hardscrabble Irish musicians come together to firm an American-style soul band and perform songs like “Mustang Sally” and “Try a Little Tenderness.” Look for future Frames and 
performer Glen Hansard in the group. (Mature material)
The Oscar-winning director of “Slumdog Millionaire,” Danny Boyle, also shows his gift for working with children in “Millions,” the story of a young boy who finds a bag of money.
, the BBC Northern Ireland series about an English priest in an Irish village; 
; and 
She was the youngest PhD in the world, assistant to a member of FDR’s Cabinet, went on a secret mission to rescue 1000 Jewish refugees and American military personnel, and worked as a journalist.
The eloquent spokeswoman for freedom and equality set an example that continues to inspire those who fight for justice.
The story of the leaders of the movement to give voting rights to the disenfranchised half of the American population.
The stirring story of Mia Hamm, Brandy Chastain, and the women’s soccer team.