LEGO Friends – LEGO & Geschlechterrollen, Teil 1

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LEGO announced that after 4 years of intensive research, they have finally come up with a LEGO product that fulfills the desires of "how girls naturally build and play." This new theme is called LEGO Friends and it's a pink and purple, gender segregated, suburban wasteland populated by Barbie/Bratz style dolls. Many parents, educators, feminists, and media critics have spoken out against LEGOs attempts to separate girls into their own stereotypical isolated enclave within the LEGO universe.

In part 1 of my two part LEGO and Gender series, I'll explore how LEGO went terribly wrong with LEGO Friends and provide a brief history of LEGO's ridiculous and slightly hilarious attempts to market to girls since the late 70's. In part 2 I'll delve into LEGO's intentional strategy to market almost exclusively to boys since the mid 80's by developing and marketing sets that are male identified and male centered. In conclusion, I'll offer LEGO a couple of suggestions that they can consider when creating and marketing new products.

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»Hier ist LEGO! Hallo Kinder, hier wartet eine völlig neue Welt auf Euch!«

LEGO ist eines tollsten und kreativsten Spielzeuge, das je entwickelt wurde.

Ich meine, schaut Euch das an: ein LEGO-Stegosaurus, bei dem sogar die Augen leuchten! knurr

Die Forschung hat immer wieder nachgewiesen, daß das Spielen mit LEGO die Entwicklung eines Kindes beschleunigt,

und den Zugang zu Mathematik, Wissenschaft und Maschinenbau ebnet, indem räumliches Denken, räumliches Planen und natürlich die Vorstellungskraft gefördert werden.