LEGO: Give Us More Options for Girls and Produce the Female Scientists Series!
  • Petitioned Jorgen Vig Knudstorp

This petition was delivered to:

CEO - The LEGO Group
Jorgen Vig Knudstorp
CMO, Executive Vice President - The LEGO Group
Mads Nipper
Brand Relations Director - North America
Michael McNally
LEGO CUUSOO Community Manager
Tim Courtney
Director of Marketing - Australia and New Zealand
Caroline Squire
Promotions Manager - United Kingdom
Emma Owen

LEGO: Give Us More Options for Girls and Produce the Female Scientists Series!

    1. Petition by

      Brave Girls Alliance

June 2014


Brave Girls Alliance: Melissa Wardy started a petition urging LEGO, the classic children's toy, to produce a female scientist series. After over 40,000 signatures, LEGO announced that they approved designs for an all-female scientist series.

As the parent of a young son and daughter, I am tired of the gender stereotyped toys marketed to my children. My daughter is oversold pinkwashed redundant themes. Families are looking for multi-layered, diverse and strong media characters to enrich our girls’ imaginations. It hurts my heart to hear my seven year old ask why there are not more girls represented in LEGO, her favorite toy.

Luckily, one of the entries in LEGO’s own public contest (CUUSOO) to design new building sets featured an inspiring and creative new Female Minifigure series including a paleontologist, robotics engineer, geologist, astronomer, chemist, judge and fire fighter. This series, which received the 10,000 votes necessary for it to be considered by LEGO for production, shows smart, adventurous, and strong women with a focus on STEM jobs. We are asking LEGO to produce the entire series so that our girls and boys can play with Minifigs such as female paleontologists studying their dinosaur bones.

My son and daughter both love LEGO and both want every piece of the Female Minifigure series. I would jump at the chance to purchase something like this for my family. During a recent trip to the store both children were looking for these sets and were disappointed they were not for sale.

Currently in all of the sets offered by LEGO, female characters make up only 16% of the Minifigures. (This number drops to 11% when you don’t count the Friends line, marketed only to girls.) LEGO can do better representing females in its building toys, and this proposed Female Minifigure series widely supported by consumers is a positive step in reaching gender balance. Girls can’t be what they can’t see and we demand more examples of girls and women that celebrate our intellect, courage, and creativity.

I am looking forward to being able to buy this series several times over for my own children and as gifts. This is exactly the type of media I want to see for girls, for all children.


Melissa Wardy

Founding Member - Brave Girls Alliance

CEO - Pigtail Pals & Ballcap Buddies

Recent signatures


    1. April 2014 - Still waiting for Lego to make a decision!

      As our petition crosses 40,000 signatures (WOW!) we are still anxiously awaiting Lego to make a decision on this series of female minifigures. News in early February quoted the company saying they would make the announcement on the LEGO CUUSOO blog. (Link below)

      Thank you again for your support, I'll keep watching for updates from Lego.

      Melissa Atkins Wardy


      Lego CUUSOO blog:

    2. Reached 40,000 signatures
    3. 10,000 Signatures Reached....and still going!

      Thanks so much to all who have supported this petition and shared among your social media circles. When my daughter, Amelia, woke up this morning I told her we had crossed the 10,000 mark and she was so excited. Yesterday she built a college out of LEGO.
      LEGO is the second largest toy manufacturer in the world, which means their brand has tremendous reach and influences tens of thousands of children during play. It would be a powerful thing if women had equal representation in the boxed sets created for all of those little builders.

      Keep sharing with your friends and family and let people know consumers want to see more females represented in LEGO world!

    4. Reached 10,000 signatures
    5. 500 Supporters Reached!

      Thank you to our first 500 supporters! Your thoughtful comments have been wonderful to read and we appreciate you using your voices for positive change.
      Please be sure to share this petition link with your social media circles and email contacts so that we can gain even more support!

      Sincerely -
      Brave Girls Alliance

    6. Reached 500 signatures


    Reasons for signing

    • Alex Pedro NAZARé, PORTUGAL
      • 5 months ago

      Girls need representation, especially at young ages.

    • Kathy Mark ROUSES POINT, NY
      • 5 months ago

      It was not an option in my generation or my daughters and I think the idea is wonderful for all children.

    • Anita Poole WEBSTER, TX
      • 6 months ago

      Girls should not restricted to toys or careers that boys and men think below to them.

    • Mollika Ray BURBANK, CA
      • 6 months ago

      I believe toys should emulate reality to a certain degree. The female population makes up 50% of the total, so it's only fitting and right that they toys they play with mimic the same reality.

    • Tyler Van Osten CAPE MAY COURT HOUSE, NJ
      • 6 months ago

      Need to represent women well!


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