26 Mar

Who knew LEGOs were for boys?

The products seem pretty universal.

However, think back to when you were a kid and the distinction is quite clear:  very few girls can honestly state they own a bucket of these colorful blocks. 

This disconnect is due to the informal indoctrination of children from a wee age.

Through the first toys children are given, through the toys the children’s peers own, and through the toys  the media vigorously markets to children, girls and boys alike learn what toys are acceptable for his or her gender.

Some girls manage to break away from these cultural norms.  Over winter break, my mentor boasted about her daughter, a Wellesley graduate—unsurprisingly—building an entire fair ground, complete with a merry-go-round and ferris wheel from LEGOS when she was a child.


I wonder, what type of campaign would encourage more girls to pick up LEGOs and let their imaginations run freely.

LEGO has given it a try.  It has added special pink blocks to its collection.  It has created a collection entitled Belville that features tiny dolls and houses.

Oh, and it had, my personal favorite flop, Clickits—a line consisting of buildable jewelry in an array of pretty pinks, soft blues, and dazzling purples. 

There has to be a simpler way.

I believe in the power of perception.  In order to encourage mothers and their daughters to purchase LEGOs, the blocks simply must be promoted as unisexual toys.  Campaigns must include images of boys and girls playing with the toys.

The video below echoes my point.

If LEGO ran an ad that featured a boys versus girls showdown, the mere presence of girls in the marketing campaign will encourage chicas to play.

Disclaimer: I know, I know, before we get into a debate as to whether or not LEGOs are girl-friendly, the more pertinent question is whether LEGOS are even relevant in this technological age.

LEGO utilizes the media like no other.  Remember the Star Wars phenomenon?  I think they’ll be just fine.  Particularly if they learn to better engage the young female consumer.

What do you think?  Should LEGO invest more heavily in promoting its products as unisex?  Or would doing so dilute the brand’s reputation?


2 Responses to “LEGOS for LASSES”

  1. sf013 April 15, 2010 at 10:14 pm #

    I think they obviously have a very strong brand and they can afford to invest in expanding it towards female consumers. Also, the fact that their video games are so successful could actually be useful…they should create one that targets girls. Maybe a video game where you can pick clothing, hairstyles, etc?


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