When I think of Lego I think of those universal plastic building blocks that all little girls stole from their older brothers. But then Lego decided they needed to add Lego Friends, a “girl-friendly” version with pastel colored building blocks and a narrative attached. It also has a newsletter, a handy marketing tool that most kid’s toy companies use these days. This club magazine recently offered beauty tips to its core readership, which happen to be 6-12 year old girls. Tips on how these little girls could look better. The reaction from mothers was predictable – they were outraged.
Lego Giving Beauty Tips to Toddlers
The magazine story tied in to one of their products, friend Emma and her beauty salon. The magazine has Lego giving beauty tips when Emma tells a little girl that she can give her ideas on how to look prettier including the best hair style for her face. At the age of six most little girls don’t waltz into a hair salon and dictate their haircut. They also don’t need to be told to dress up their hair with barrettes and hairbands, as this magazine does. They will get enough pressure when they get older about their looks, say the parents. At least let them have a childhood first.
Twitter Frenzy
It isn’t surprising to find out that many parents were angry that this magazine is already telling their little girls how to please others by being pretty. Want to “change up your hair style”? You just need to know how to soften those corners of your square face or make that long face look shorter with the right haircut. In other words, change who you are for others. Parents made it clear on Twitter and other social media that they would not continue buying Lego or recommend it to others if this is the sexist direction the company plans to take.
Lego Responds to Pressure
The upside of this is that Lego has listened. Long regarded as a company that not only made a good product but also encouraged non-sexist attitudes with toys, they are listening. Michael McNalley, the Senior Director of Brand Relations has said that the company not only hears the complaints but takes them seriously. “We sincerely regret any disappointment it may have caused. We value this feedback and have already shared with the LEGO Club team in order to positively impact future stories.” Let’s just hope this means no more sexist storylines in the magazine or the company line. We get enough of that from Barbie, thank you.