In part 1 of my two part LEGO and Gender series, I explored how LEGO went terribly wrong with LEGO Friends and provided a brief history of LEGO’s ridiculous and slightly hilarious attempts to market to girls since the late 70′s.

In part 2, I delve into how LEGO shifted their products from their initial relatively, gender neutral building experience to a more male dominated and male identified one.  The LEGO group intentionally did this in three ways: 1. Marketing exclusively to boys, 2. Producing male identified and centered themes and sets and 3. Focusing on stereotypical boys play scenarios with an emphasis on combat.  The strong focus on boys has effectively kicked girls out of the LEGO club house. Keep watching until the end where I provide a few suggestions to LEGO on how to fix their gender segregation problem.

More information, links and a full transcript available at http://www.feministfrequency.com/2012/02/lego-gender-part-2-the-boys-club/

Source: feministfrequency.com

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  1. vogon-poetry reblogged this from femfreq and added:
    You really dropped
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  10. grimm-melody reblogged this from crikeydave and added:
    I’m a girl, and I personally prefer their “boy” legos to their “girl” legos.
  11. spectral-envoy reblogged this from renamok
  12. renamok reblogged this from femfreq and added:
    actually do like the minidolls).
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  14. thisisrosiec reblogged this from femfreq and added:
    former tomboy for a mum. When...was little we had pretty basic (but extensive)
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  16. platonicteamugs reblogged this from femfreq and added:
    It’s interesting to note that about every fourth person disliked this video, even though it makes such a great...
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  22. brandynleah reblogged this from historicalslut and added:
    Preach it. I love Lego! But it was way better when I was younger and could find sets that weren’t about combat. There’s...
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