Most of you know I have two boys–no daughters. Maybe I am waaay off base with this one, I’m sure those of you with girls will let me know if I am. I subscribe to Bloomsberg Business Weekly, and last week we got this issue. It has a cover story about how Lego is developing products specifically targeted at girls. I had meant to talk about it, to see if it interested you, and then the holidays were here and I got too busy to do a post on it.
Then, a follow up article came out from Buzzfeed. That article states that some groups are upset with the pink, the blonde and the boobs. Personally, I don’t really see any boobs on her, certainly not anything to be offended by. That article also brings back a very cute and nostalgic photo from the 1970s, showing a regular girl playing with regular Legos.
The message that some groups are trying to get across to Lego is this: You don’t need pink and boobs to appeal to girls.
I get that. But most of me wants to just roll my eyes and say “Really? Now we’re mad at pink Legos?”
Because here’s the thing–every little girl I know LOVES pink and purple. Loves it, loves it, loves it, would marry it if they could. And since little girls love pink and purple, what is wrong with a marketing strategy that says “Gee, we don’t offer this product in pink, let’s try selling pink ones and see if little girls like them and our sales increase.” I guarantee you, if you held two sets of Legos in front of a young girl–one set was the usual colors, and one was pastels with pink & purple, which do you think she’s going to choose? I bet over 90% will choose the pink ones. Little kids are not known for their great decision making skills, and I’ve seen lots of kids choose an item, strictly based on what color it is. Many little girls would choose a pink and purple .22 caliber rifle over a normal-colored set of Legos, just because the gun is pink and purple.
What is wrong with admitting girls like pink? One of the messages that is on “Powered by Girl”‘s wall says something like “Tell Lego, girls deserve better.” Better than what? Better than pink Legos. Powered by Girl is one of the group’s opposing these new Legos because it reinforces stereotypes, blah blah blah. Seriously? Pink Legos? That’s your platform? Are you going to go after Leap for offering all of their items in both green and pink?
Coincidentally, I bought my 5-year-old son a pink Leap Tag Reader. Guess I didn’t look at the box closely, and when we opened it yesterday–there it was, in all it’s pinkness. I just put the batteries in it, and used it like any of the other toys. I don’t have any fears that a pink Tag reader is going to reinforce any female stereotypes on him, (or gasp! make him gay), so why should I worry about it reinforcing stereotypes if he was a girl?
Move on people, nothing to see here. Buy your Legos in whatever color your kid wants. And maybe divert some of your energy to our education system. There’s an area that could use some real passion.
