Lego Friends are launched for girls
As Lego's attempt to woo girls is launched across the UK, there's been a backlash both here and in the US voicing widespread disappointment at the stereotyping, prettification and dumbing down of this (once) much loved children's toy.
We are strongly in support of all the organisations and individuals who are demanding better from Lego. The Spark organisation in the US is spearheading an online petition. You can watch their video which clearly explains why we think that this is bad for girls and bad for Lego.
The strapline which is being used: "The beauty of building" speaks volumes. Lego Friends website.
"This campaign is way overdue. Pink does stink – it has the reek of Sugababe, Spice Girl and all things nice. It is the colour of the glass ceiling that traps young girls’ aspirations in a perfect pink bubble – pretty, pleasant and politely imprisoning."
Ros Wynne-Jones, Journalist and Author