Tell LEGO to stop selling out girls! #LiberateLEGOs
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.”
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.
As members of SPARK Movement to end the sexualization of girls, and partners of Powered By Girl, we are spreading the word that you, LEGO, are selling out girls. And thousands are listening and responding!
