Girly Legos - The Gateway Toy

Now I have to admit that I am the first one to roll my eyes at Lego’s whole new girl targeted line of “Girl Legos." I wish so much that Legos could just be Legos and girls and boys who like Legos could play with them without feeling the need to label them as a boy or girl toy.

Yes indeed, I am bothered by the fact that instead of changing the way they market the toys they already have they just create new pink ones and market them in the exact same way, only for girls.  And YES, judging by the looks of these “Girl" Legos they just don’t look like real Legos to me.

While there are times when we, the people who care about the mass media gender stereotypes forced into the faces of our kids, are sometimes able to make a difference (like this time here) a lot of the times companies like Disney and Lego just keep trying to fix the wrong problem without listening to a word we say.

But this whole Lego thing, well it doesn’t have me too up in arms, even if it should. Because you see I discovered something about Legos recently. Now, my 6-year-old daughter had played with the very unisex megoblocks when she was younger but as she got older she never showed any interest in Legos. Unlike her older brother who is as Lego obsessed as can be. I never really thought too much of it (they are two totally different personality types after all). Then a couple of months back she and her brother went to the stay the night at their Grandpa’s house.

When she came back she had a small pink box of real Legos. It came with a pink house, two girls and a bunch of multi-colored Legos. She had discovered this box of “girl” Legs and begged her grandpa to let her have them. She began playing with them all the time. Soon she was asking to join her brother in his Star Wars, Harry Potter and Indiana Jones Lego games. Sometimes incorporating her girl Legos in, sometimes just playing along with him, or other times making up entire elaborate games all on her own.

Then she asked Santa for the Lego Hogwarts castle or The Pirates of The Caribbean Black Pearl Lego set. Including Hermione, Ginny, and of course Elizabeth Swann.

And guess what? None of those sets are “girl” Lego sets. But she doesn’t see them as being girl or boy anymore. Not with the entire set of female characters from the Harry Potter series available to her or our favorite Pirate captain, Elizabeth Swann.

In my opinion, if Lego wants to market to girls, maybe should they just market the stuff they already have. Because yes it took a pink bucket to peak my girl’s interest, than so be it. Because she’s not sticking with it for the pink, she is sticking with it for the magic, the fun, the swashbuckling and the all around coolness that is Legos.

So if the folks over at Lego happen to come across this post, take a tip from me. Stick with what you got. Instead of a new brand of “girl" Legos why don’t you sell a Hermione Grainger and the Hogwarts Library set? Or Captain Swann and her ship? Maybe Ginny Weasely in a Quiditch set of her own? Luna Lovegood? There is opportunity to use what you already have Lego, and trust me you’re going to reach way more girls AND there parents that way.

As for us, there will be no pink Legos under our tree on Christmas Morning. Just the huge beautiful Hogwarts Castle. And I can’t wait to see my daughter’s face when she sees’s it…

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