- This controversial topic can produce very emotional responses from fans and should be approached with caution.
Marketing campaigns for LEGO products in the late 20th and early 21st century have been accused of being primarily aimed at boys. Advertisements featuring boys, theme development and even colour schemes have all been seen by many as aimed at boys. The introduction of the Friends line in 2011 demonstrated to many the truth of these accusations when the line was kept physically separate from other LEGO products in most toy stores (sometimes referred to as the pink aisle or more pejoratively, the pink ghetto) and packaged in boxes of a distinctive colour and construction.
The What it is is beautiful project was an amateur attempt by an elementary school group to explore the issue through rudimentary statistical analysis. The research concluded that the number of identifiably female minifigures was significantly lower than the number of perceived male minifigs which has long been a common complaint amongst builders.
In 2015 a kindergarten teacher in Washington State, USA prohibited boys in the classroom from playing with LEGObla . Her premise was that LEGO has been widely credited with accelerating development and helping children fine-tune spatial and math skills. Given the widely reported under-representation of females in STEM careers she proposed to combat this trend by encouraging young girls to play with LEGO.
- How did Lego become a gender battleground? - retrieved from the BBC, August 6, 2014.
- GENDERED MARKETING (video) from The Checkout - retrieved from YouTube, August 7, 2014.
- Lego's Female Scientists 'Research Institute' Set Attacked For 'Sexist' Waist Lines - retrieved from the HuffPost Tech(UK), August 7, 2014.
- bla - Blakely teacher restricts Lego-play to her girl students in the pursuit of gender equity - retrieved from the Bainbridge Island Review, November 28, 2015.