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.
Founding Member - Brave Girls Alliance
CEO - Pigtail Pals & Ballcap Buddies