Gender

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Issues surrounding gender in the LEGO community include aspects of marketing strategies (ie. Friends) and representation of gendered figures in sets.

This controversial topic can produce very emotional responses from fans and should be approached with caution.

Marketing

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.

Representation

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.

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