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

This petition will be 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

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

    News

    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
      www.pigtailpals.com
      www.bravegirlswant.com

      News:
      1. http://jezebel.com/female-minifig-set-under-consideration-for-production-b-1517300685
      2. http://www.cnet.com/news/hey-lego-say-yes-to-that-female-scientist-minifig-set/

      Lego CUUSOO blog: http://blog.lego.cuusoo.com/

    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

    Supporters

    Reasons for signing

    • Clarissa Jarem GAINESVILLE, FL
      • 2 days ago

      I want my 5 year old daughter to have access to quality anti-bias toys. She loves Legos but feels sad when its so hard to find female or gender neutral minifigs. The friends dolls are not compatible pieces w/min figs. She thinks boy faces look mean and scary. I want her play to include being a doctor, rescue worker, or scientist. Please, Lego, give our girls a firm foundation in STEM.

      REPORT THIS COMMENT:
    • Gayle Parker ABILENE, TX
      • 10 days ago

      I used to play with Legos when I was a kid. The characters back then were pretty much neutral back than, so it makes me sad that girls nowadays feel left out because almost all the playsets are geared towards boys.

      REPORT THIS COMMENT:
    • Gregory Lent KOKOMO, IN
      • 11 days ago

      I have a young son, and I don't want him to be programmed to view girls as another species.

      REPORT THIS COMMENT:
    • Klaudia Mochon GłUCHOłAZY, POLAND
      • 11 days ago

      “No one has ever become poor by giving.”

      ― Anne Frank, diary of Anne Frank

      REPORT THIS COMMENT:
    • Regina Chagolla LOS ANGELES, CA
      • 11 days ago

      I am a female scientist and I want my children to have role models.

      REPORT THIS COMMENT:

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