LEGO has received steady pressure to include more women figurines in more diverse roles. Well, good news: they have listened to their fans and a new LEGO play kit out this month features three female scientists — a paleontologist, chemist and an astronomer — as part of a “Research Institute” set. Several years ago, scientist Ellen Kooijman proposed 13 different mini-figs for a female scientist set on the LEGO Ideas site, where fans can propose new sets. She even traveled to LEGO’s headquarters in Denmark to discuss the issue with the toy engineers. In June, the company announced hers was the winning idea for 2014 and Kooijman posted LEGO’s prototypes for three of her “Research Institute” mini-figs on her blog. As you can see from the photo above, there’s lots of fun bits and pieces and one of the mini-figs is even wearing glasses! I haven’t played with LEGOs in years, but I just might want this set for myself. But you have to act fast: according to NPR, the set is already out of stock online. [NPR; Scientific American] [Image from Scientific American via Ellen Kooijman]
Maybe you saw this 1981 gender-neutral LEGO ad (left) the first time around. Or maybe you saw it more recently, going viral on the Internet to underscore how advertising for kids could be: the little girl in the picture isn’t wearing any pink, and the ad copy is about the pride a child takes in building something on their own.
The ad’s young model, Rachel Giordano, recently posed for an updated version of the ad that shows just how much toys have changed in the past few decades. Rachel, who is now a 37-year-old naturopathic doctor, posed holding a toy from the LEGO “Friends” line, which is marketed to girls. The “Heartlake City News Van” in her hands is advertised like this:
“Break the big story of the world’s best cake with the Heartlake News Van! Find the cake and film it with the camera and then climb into the editing suite and get it ready for broadcast. Get Emma ready at the makeup table so she looks her best for the camera. Sit her at the news desk as Andrew films her talking about the cake story and then present the weather to the viewers.” Keep reading »
In what may be the greatest news of all-time for awkward, teenage boys everywhere, adult film star Christy Mac announced a Twitter contest for the “best Lego creation” to put in her house. And the grand prize? Oh, a blowjob. Keep reading »
Seven-year-old Luka Apps was distraught (!) when he lost his special JayZX figure at the local grocery store. The JayZX is a key component of the LEGO Ninjago Ultra Sonic Raider set, and as a devout LEGO fanatic, Luka needed the piece. So his dad helped him write an email to LEGO explaining the situation. Keep reading »
You can’t walk through my home barefoot without stepping on a colorful, sharp piece of plastic at least once. Yes, we are one of the families that helps ensure that Lego’s sales and profits continue to rise in an economy where many toy manufacturers are struggling.
And apparently, we’re not the only ones: Lego is crediting a recent boost in sales to a bunch of new customers — specifically, girls. The 36 percent profit seen in the first half of 2012 is being attributed to Lego’s newest line, Lego Friends, which is targeted towards little girls. Lego Friends includes “Lady Fig” (lady figurine) characters that accompany a variety of sets from a beauty shop to a café, all heavily saturated in pink. Lego Friends are a departure in how Lego has marketed their building blocks toward girls in the past, despite the paltry representations of girls seen before. I can’t be the only one who remembers this ad from the 1980s? Keep reading »