LEGO: Make Empowered Female Minifigs Permanent
SAVE THE SCIENTISTS! News broke last week that the LEGO Ideas Research Institute is considered a "limited edition" item and no more sets will be produced for the sold-out set. Thousands of customers are deeply disappointed by this announcement. We want sets like the LEGO Ideas Research Institute to be a long time fixture on toy shelves everywhere, rather than a "limited edition" set only a small group of customers was able to purchase. The line sends an excellent message to children and clearly their is the customer demand to continue production and even expand the line. Please don't take them away, LEGO!
LEGO has enormous influence over what is marketed to children and what children play with, which is why strong female characters are important for both girls and boys to see represented in LEGO toys. A large section of LEGO's customer base have used their voices and wallets consistently for three years to communicate they are wanting, ready for, and will purchase sets like the sold out LEGO Ideas Research Institute featuring three female scientists. Please change this "limited edition" set into a Lego mainstay.
- Corporate Affairs, Senior VP - The LEGO Group
Robbert Nickolaj Stecher
- CEO - The LEGO Group
Jørgen Vig Knudstorp (CEO - The LEGO Group)
- COO/Executive VP Operations - The LEGO Group
Bali Padda (COO/Executive VP Operations - The LEGO Group)
As a giant in the toy industry your brand has enormous influence over what is marketed to children and what children play with, which is why strong female characters are important for both girls and boys to see represented in LEGO toys. Research has shown the importance of the depiction of empowered female characters in children's toys and media as they learn about and absorb culture while they grow. A large section of LEGO's customer base is female, an even larger section have used their voices and wallets consistently for three years to communicate they are wanting, ready for, and will purchase sets like the sold out LEGO Ideas Research Institute featuring three female scientists.
Yet just two weeks after the set’s release we learned that LEGO isn't going to make this set anymore, telling the New York Times it is a “limited edition” product. We don’t know how many sets were originally produced but many thousands of disappointed customers know the much-anticipated Research Institute sold out in one day. With proven market demand why would LEGO not make more of these? The outcry of LEGO enthusiasts around the world can be seen all over social media. The frustrated consumer is left asking "WHY??" and questioning what message Lego is sending its customers about how much it values our voices very clearly asking for representation of more smart and strong female figures in building sets.
Awareness of the importance of encouraging girls into STEM fields is at an all-time high and millions of parents across the globe are advocating for more gender equal toy aisles. Female scientists are not a fad and they make important contributions in their field. It is important to me and my family that LEGO honor its customers when we say we want and will continue to make successful sets which feature female Minifigs depicted as smart, daring, and adventurous. We want sets like the LEGO Ideas Research Institute to be a long time fixture on toy shelves everywhere.
Over 111,000 people have signed petitions in recent years to LEGO requesting more empowered female Minifigs in LEGO sets. Tens of thousands more voted online through LEGO Ideas to have these available for purchase. Thousands of people purchased the Research Institute featuring the three female scientists and within days of release they were sold out. This line had the legs to be enormously successful for LEGO and customer demand would have supported expanding characters and designs.
LEGO could be a thought leader in the toy space by making gender equity a mainstay in its brand, something parents by the millions have been requesting for years. Be the brand we want you to be, be the brand we remember from our childhood, the brand we want for our children.
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