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Tell LEGO to stop selling out girls! #LiberateLEGO
  • Petitioned Michael McNally

This petition was delivered to:

The Lego Group
Michael McNally
CEO/Chief Executive Officer, Lego Group
Jørgen Vig Knudstorp
The Lego Group
Charlotte Simonsen (The Lego Group)
Executive Vice President, Lego Group
Mads Nipper (Executive Vice President, Lego Group)

Tell LEGO to stop selling out girls! #LiberateLEGO

    1. Petition by

      Bailey Shoemaker Richards Stephanie Cole

LEGO is for All of Us!
After 4 years of marketing research, LEGO has come to the conclusion that girls want LadyFigs, a pink Barbielicious product line for girls, so 5 year-olds can imagine themselves at the café, lounging at the pool with drinks, brushing their hair in front of a vanity mirror, singing in a club, or shopping with their girlfriends. As LEGO CEO Jorgan Vig Knudstorp puts it, “We want to reach the other 50% of the world’s population.”
As representatives of that 50%, we aren't buying it!  Marketers, ad execs, Hollywood and just about everyone else in the media are busy these days insisting that girls are not interested in their products unless they’re pink, cute, or romantic. They’ve come to this conclusion even though they’ve refused to market their products to the girls they are so certain will not like them. Who populates commercials for LEGO? Boys! Where in the toy store can you find original, creative, construction-focused LEGO? The boy aisle! So it’s no wonder LEGO’s market research showed girls want pink, already-assembled toys that don’t do anything. It’s the environment and the message marketers have bombarded girls with for over a decade because, of course, stereotypes make marketing products so much easier. But we remember playing with and loving LEGO when we were little girls.
As members of SPARK Movement to end the sexualization of girls, and partners of Powered By Girl, we are spreading the word that you, LEGO, are selling out girls. And thousands are listening and responding!
As Stephanie wrote in her SPARKmovement.org blog, “I can speak from personal experience and assure you, LEGO, that girls do like minifigs. They also like Star Wars and Harry Potter, and they like being creative and making up stories that involve adventures and good and evil and things blowing up. But if you keep on excluding them from your marketing vision, soon they will start to believe that they would rather have hot tubs and little plastic boobs.”
“Narrow stereotypes associated with pink and blue simply box kids in from an early age.  But, raising healthy girls and boys is all about creating a wide range of possibilities and options for our children. This is why LEGO’s latest marketing campaign has parents so angry. The rainbow of colors and a range of options for young children to create the scenes they are most interested in is much better for them than feeding them a narrow set of stereotypes,” says SPARK and Powered by Girl co-founder and developmental psychologist Dr. Lyn Mikel Brown. And as young marketing expert Riley, 4, says, “Why do all the girls have to buy princesses? Some girls like superheroes. Some girls like princesses.” With over 3 million hits on her original YouTube video, we think Riley has hit a nerve. Last week, she recorded a video for SPARK telling us that her favorite thing about LEGO is, “You can build whatever you want.”
In the 1950's LEGO burst on the American scene with TV commercials inviting girls and boys to build and create.  In 1981, LEGO’s ad, “What it is, is beautiful,” invited girls to play with LEGO in a way that didn’t appeal to this lowest common denominator version of girlhood, but gave us credit for being creative, smart, and imaginative. This has always been LEGO’s strength. It’s why they have been parents’ go-to toy. They’ve never sold kids out—until now.
On December 20, we began our effort to pressure you to change your marketing strategy.  We blogged, Facebooked, and tweeted our concerns, and then we launched a petition with Powered By Girl and SPARK.  More than 3,000 people already have signed on to our petition campaign and our actions have been covered in the NY Daily News, Wall Street Journal, News 12 in Brooklyn, Huffington Post and New York Times, among many others. As girls, big sisters, aunts, and friends of girls we want the LEGO we know and trust back. Don’t sell girls out, LEGO. Give us dreams that take us beyond shopping malls, beauty salons and hot tubs!
LEGO, we are asking you to:
Go back to advertising and offering all LEGO to boys and girls!
We are inviting girls and boys of all ages to send us videos or statements sharing how much we loved playing with LEGO when we were little and how important these creative blocks were to our growth, friendships, and development.
Hundreds of parents and girls have already weighed in on the LEGO Facebook Page. On behalf of all the creative, smart and imaginative girls around the world, we’re asking LEGO to recognize that the toys our children play with today help shape them into the leaders we want them to be tomorrow. Give us a reason to believe!
- Bailey Shoemaker Richards, 22, and Stephanie Cole, 22, SPARK Movement

Recent signatures


    1. LEGO Agrees to Meeting After 50,000 Denounce Selling Out Girls

      Alex DiBranco
      Petition Organizer

      After a month and more than 50,000 petition signatures, an open letter, numerous radio shows, TV segments, blog posts, articles, and even YouTube videos about the company, LEGO has decided to listen to girls! On Sunday, February 5, Michael McNally,...

    2. LEGO decided to listen to girls!

      Thanks to YOU, on Sunday, February 5, Michael McNally, Brand Relations Director, sent an email to us accepting their request for a meeting to discuss how LEGO can go back to offering all LEGO toys to both boys and girls and to respect girls’ hunger and desire to play with toys that challenge them creatively and intellectually. In our petition, we demanded that LEGO stop selling out girls. SPARK is so thrilled to sit down with LEGO next month and discuss strategies and ideas for their future, and the future of our girls. We will make sure that voices from developmental psychologists, parents, activists, educators and girls themselves are represented at that table.

      THANK YOU for SPARK-ing change!

      To stay updated about our meeting with LEGO and other actions we are taking to end the sexualization of girls, friend us at www.facebook.com/SPARKsummit, follow us at www.twitter.com/SPARKsummit and visit www.SPARKmovement.org

    3. Reached 50,000 signatures
    4. New LEGO Magazine: "Regular" Stuff & "Girl" Stuff

      Shelby Knox
      Senior Campaigner

      If you weren't convinced before that LEGO had sold out girls, here's your proof. A blogger reports that the usual LEGO magazine her daughter gets - that includes building advice and things like a surfing coloring activity - has been replaced by a LEGO Club Girls magazine. It includes a lot of pink & purple, a comic strip about LEGO 'Friends' going to a cafe, & absolutely NO building advice. Even worse, the magazine tells parents if they don't want to be subscriber to the more girly magazine, they can opt out and subscribe to the "regular" LEGO magazine. There you have it - boys are "regular," girls are...something else. Read more at the link below!

    5. Reached 35,000 signatures


    Reasons for signing

    • Dana Entwistle RIVERSIDE, NJ
      • 2 months ago

      As much as girls like cafés and lost puppies they like to build too. There should be a mix of what goes into the girls mag. They like knights and princesses. They want to be the hero, the master builder, and even the villain sometimes! I love the idea of a more girly magazine but they like the adventure as well.

    • Amon Kübler KöLN, GERMANY
      • 2 months ago

      Weil shell keinen guten umgang mit der natur hat

    • Jane Klingsten ANN ARBOR, MI
      • 2 months ago

      Why not just add all of the colors including pink and purple in a gender neutral creative Lego sets? It should not matter if girls or boys like pink or purple or orange or any other color of the rainbow. While I see the point being raised about some sets being marketed towards girls being less build able, especially the smaller ones, some of the larger sets like Cinderella's Romantic Castle are just a buildable as ever, they are just very pink and purple. Maybe the grossly offensive assumption is that girls only like LEGOs if they have lots of pink and purple. It would be nice for LEGO marketing to quit enforcing gender stereotypes and typecasting. Like if the set their minds to create more sets in the Creator series that aren't vehicles of some sort.

      • 3 months ago

      I am female. I loved Lego when I was a child. My favourite was the knights castle with working drawbridge. Should it not have been?

    • Pol Hubert SPAIN
      • 3 months ago

      No vull triar a comprar caixes blaves o roses! Els legos son de tots, nens i nenes. Vaya vergonya.


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