[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,“Each day there’s adventure, always something new, and the team that dreams tomorrow up is LEGO Land and You”
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In my last video we visited the pastel coloured,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,gender stereotyped suburban wasteland that is the LEGO Friends theme.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We also took a tour of LEGOs ridiculous and slightly hilarious attempts to market to girls in the past several decades.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So if you haven’t watched that one go ahead and check it out before continuing on to this one.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It’s not secret that LEGO’s clubhouse is currently designed and marketed primarily for boys.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Reporter: There are very few toy brands as ubiquitous as LEGO.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And yet research shows that LEGO only clicks with about half of all children, the male half.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Boy: Look at mine mommy
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Reporter: Since 2005 LEGO has embraced that, marketing almost exclusively to little boys.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And it’s giving boys a boost in the world,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO play has been attributed with accelerating boys development.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Research shows that it helps fine tune spacial and math skills.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,How did the company shift from their initial relatively gender neutral universal building experience,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to a more male dominated one?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Well it wasn’t by accident.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The LEGO group intentionally did it in three ways.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,#1 Marketing exclusively to boys:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO has been intentionally designing, creating and marketing
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,almost the entire LEGO universe specifically and exclusively to boys since at least the mid 1980’s.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,First lets take a quick look at the history of LEGO’s marketing before this gendered shift occurred.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO can be traced back to the early 1930’s but started producing their interlocking plastic bricks in 1949.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO a whole new world to build
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This young girl had such fun, she used LEGO one by one.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,With a nic-nac-paddy-wack build a house of grand, this young girl’s a LEGO fan.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO focused on marketing their products with a strong emphasis on creative play, cooperation, and imagination
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,for the next three decades in a relatively universal way to children of all genders and even as something that families can do together.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,By the mid 80’s, however, girls had all but disappeared and LEGO was marketing almost exclusively to boys.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Some of you might remember Zack, you know, the LEGO maniac.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,I know a boy his name is Zack,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,his micro chips are out of wack,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,he built a Blacktron Cadillac,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,he’s Zack the LEGO Maniac.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,He sent his cosmic fleet to Mars,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,he’s out there cruising with the stars.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,His mind is lost in outer space
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,A cosmonaut, earth calling Zack, hey Zack come back!
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,ZACK became the official LEGO mascot,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,he embodied the LEGO experience, and helped to identify the brand with boys’ play.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Boys continued to dominate LEGO’s marketing for the next two decades.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Once upon a time a boy discovered a magic castle.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Inside was a bat lord and his knights, a witch and the smell of rotting bones.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It was time to go, and the boy tried to escape but the witch insisted he stay…
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,for dinner.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO Mania. LEGO Mania.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Yeaaaaaa…
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Pistons that pump, gears that will get you going, motors that muscle, and blades that’ll blow you away.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Technically speaking it will turn you on.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO Mania. LEGO Mania.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In 2011, LEGO made sure to drive home the point that LEGOs are for boys with their Build Together marketing campaign.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Ah the father and son roadtrip, just a little imagination and you’re good to go.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It’s been said that a man’s home is his castle
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and truer words were never spoken when that home is in the hands of this father and son team.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Well done gentlemen, well done indeed.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Each ad revolves around fathers and sons collaborating on imaginative LEGO creations.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You’ll notice there are no grandmothers, mothers, daughters or sisters building together.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,#2 Producing male identified and male centered themes and sets:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Over the next of couple decades but especially in the late 90’s and early 2000’s
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO began creating and producing more sets that were intentionally male identified and male centered.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,To reinforce that LEGOs are specifically for boys,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,LEGO made their products male centered by populating their sets and themes with male minifigures.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Male centered means that the focus of attention is on men, their stories and what they do.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In terms of LEGO, this refers to their shift from their original less gendered minifigures to sets and themes dominated by male characters,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,oving away from the 2 dots and a smiley face to frowns, sneers and facial hair.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,On the rare occasion when women do appear, they’re sporting bright red lipstick, curves and cleavage.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The lack of female minifigures in the LEGO universe is staggering,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,conservative estimates reveal that the ratio of unique male identified minifigures to unique indentified female minifigures is 18:1.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The minifigure gender disparity only got worse when LEGO started making sets based on movie franchises
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,such as Star Wars, Indiana Jones and Pirates of the Caribbean,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,because those films are male centered and male identified,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,not surprisingly the themes and sets based on them are also male centered and male identified.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Out of the two hundred and fifty plus unique mini figures in the Star Wars sets for instance,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can count the number of women on your fingers.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This positions boys and masculinity as the default for the LEGO universe.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Who can help us?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,ADU is here. Step aside ma’am, let the ADU take over, go get em boys!
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,#3 Focusing on stereotypical boys play scenarios with an emphasis on combat:
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Remember that whole creativity and imagination thing?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You can build this transport pretending you’re on Mars.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The box shows ways to change it by snapping off the cars.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You can snap them back together and get a scouting craft, or match them with a laser for a base defender craft.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You can make up something wild, supercharged and new.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The sky’s the limit when the team is LEGO Land and you!
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,That was back in 1985, let’s check in on what’s happening in the contemporary LEGO themes.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Ready your weapons. And get ready.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You control the battle.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Transform to attack mode.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Prepare for battle.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Arm the rockets.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Arm the weapons.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Load the missile.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,You can load the bombs.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Man the canons.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Load the rockets.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Arm the missile.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Prepare the torpedoes.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And fight back.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Fire at will.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Fire the canon.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Fire the mighty catapult.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Fire.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Fire.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Fire the missile.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,And attack!
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,While LEGO group itself has admitted that they have prioritized catering to boys,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,his has notably shifted their marketing and product design
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to be less about LEGO’s educational benefits such as fostering creativity and imagination to more about combat,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,aggression, conflict and competition scenarios which feel a lot more like G.I. Joe then they do the LEGO of yesteryear.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Even in the popular CITY theme we’ve started to see these conflict elements take center stage
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,with the edition of the cops and robbers subtheme over the last couple of years.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,It’s not that women and girls are never interested in combat based play—-
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,aggression and competition are of course, possible human behaviours for people of all genders.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In our current patriarchal society, however, traits associated with men and masculinity are more highly valued,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,even ones that aren’t exactly the most socially beneficial.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Narrator: Ninjago, rebuild your spinner and win the fight
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,But what about my sister?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We’re saving a girl? Is she hot?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Become the master of spinjitsu
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In this case LEGO has strongly emphasized combat and violent conflict in order to market to boys.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This marketing choice has a further consequence of limiting boys because they miss out on toys that help develop
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,cooperation, relationship building, nurturing and caregiving.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Now let’s bring all of this back to the new LEGO’s “for girls”.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,While the entire concept and marketing of the Friends theme is deeply problematic,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it’s not without some small merits.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The emphasis on sharing, cooperation and nurturing are values that I would love to see infused in toys for children of all genders.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Even the title of Friends draws attention to the importance of relationship building,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,however, these values are almost exclusively found in media and toys for girls and are wrapped up in harmful gender steryotypes
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,meanwhile, these positive values are almost entirely absent in toys aimed at boys
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the repercussions of this can be grave
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,relegating the responsibility for fostering healthy relationships and communications on women
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and simultaneously reinforcing to boys and men that using violence is a practical option for solving conflicts
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,even in our personal ones
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,once lego had doubled down on gendering all their products "for boys"
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,they were backed into a corner where they were forced to create a distinct and seperate "for girls" collection
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Lego friends is clearly marked as not for boys
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,which defacto reinforces that the rest of the Lego universe is for boys
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and for boys alone
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,If we look at the language in advertisng for the sets marketed to boys
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,they are encouraged to actively participate in the building as a core part of the story
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can build the huge helicopter
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can build the massive clone turbo tank
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can build the batmobile
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can build the dino truck
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can build the rocket
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,you can build the king's castle
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,but in the Lego friends marketing the construction is not central to the narrative being sold
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,drive by Olivia's house
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,pass the vet with all the pets
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to the newly built cafe
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,we're here!
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Let's all help out
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,make burgers, shakes, bake the cupcakes
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,see how things have been built but the action is not attributed to anyone?
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The minifigs just show up at the newly built cafe
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and the playtime is supposed to happen after the building is complete
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,unlike in the other commercials where boys are encouraged to actively build and construct
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as a part of their Lego experience
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,now to the credit of girls and women, many of us have stubbornly continued to like the classic sets
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,despite Lego's best efforts to ignore us and kick us out of the Lego clubhouse
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,So Lego spent four years and millions of dollars
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to research the desires of girls to create another Barbie wasteland
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and continues to ignore the fact that they already have a potentially great product for girls,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,it's called Lego
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,or it used to be
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Lego's logic surrounding giving girls what they "want" sounds and awful lot like self fulfilling marketing,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,as Lisa Wade pointed out on the Ms. Blog
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Executives are going to great lengths to explain that the line is based on research...
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,This frame gives the company an excuse for reproducing the same old gender steryotypes
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that we see throughout our culture...
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In this way they are trying to make it clear that they shouldn't be held accountable for the messages
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,their products send
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,The real takeaway from Lego's research
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is that the literally billions of dollars that the media and toy companies spent
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,over the last couple of decades
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,on aggressively gendered marketing and gender stereotyping has worked
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,We see fewer commercial of boys and girls playing together
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and more products that segregate boys and girls into different categories of people
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,each with very rigid and limiting ideas of what roles are appropriate
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,all of this marketing is inescapable
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and young people and adults alike internalize these deeply harmful and limiting messages
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Although we dont want to believe it,
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,the truth is that advertising works to manipulate us
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and it works really well, or else corporations wouldn't do it.
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,What Lego should have done if they were serious about expanding the Lego universe to include girls
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,is to actually include them in a meaningful way
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Not segregate and separate them into their own pink enclave
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,In the future, here are two suggestions that Lego can use as a starting point
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,to think about when producing and marketing new products
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,First, they've got to integrate more female minifig characters into their themes
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and make them the focus of those sets
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Then they've got to completely drop this ladyfig doll thing from the entire Lego universe
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,Secondly Lego needs to go back to the drawing board and create products that foster creativity and imagination
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,that children of all genders will adore
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,they can start by deemphasizing the macho, testosterone, and the combat
Dialogue: 0,9:59:59.99,9:59:59.99,Default,,0000,0000,0000,,and create universally appealing sets