Are your children into Lego? Are you constantly nagging them to pick up the tiny brick-like blocks from the floor before a younger sibling decides to make the colorful toys an afternoon snack?
Now, let me ask you this: Are those Lego lovers of yours boys or girls? If they are girls, then what sets do they play with? Are your daughters crafting houses and castles from the popular Danish designed toys or are they more content building robots and fire engines? If it’s the latter, then you might want to contact Sweden’s Trade Ethical Council against Sexism in Advertising (ERK). The group is on a crusade to prove that bigwigs at Lego are promoting outdated gender stereotypes and your comments might have them thinking twice about their claims.
The gender stereotype brouhaha was initiated by a recent Lego catalog that ERK maintains blatantly separates boys from girls. The toy guide features a photo of a girl playing in her pink room and a boy in his blue room. Under the girl’s picture is a caption that reads: “Everything a princess could wish for…” and features ponies, a princess and a palace. On the opposite side of the page is a shot of a male child playing with a fire station, fire trucks, a police station, and an airplane with the caption “Tons of blocks for slightly older boys.”
According to ERK, Lego’s “sexist” catalog portrayal promotes a stereotype that is offensive to both boys and girls. (Actually, the group’s exact words were a bit more sophisticated: “Lego’s catalog preserves traditional and anachronistic views on gender roles.”)
As for Lego, it defended the images in question by pointing out that the catalog featured other shots of boys and girls playing together with gender-neutral Lego creations. In addition, a company spokesperson added that he didn’t believe parents or children viewed the catalog as promoting stereotypes that were insulting or discriminatory.
What do you make of the controversy? Do you believe Lego’s catalog images send a message to children about what they should and shouldn’t be playing with?
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