
A few months ago, the LEGO Group announced their intention to eliminate gender bias from their marketing materials, ensuring that no set was going to be explicitly sold as a boy’s set or a girl’s set, but rather as toys for children. At that time we looked at the way that the marketing images in a number of LEGO® themes presented a degree of bias in their lifestyle ‘hero images.’
However, following this announcement, some people were concerned that it might spell the end of LEGO Friends. The theme was introduced back in 2012, as a result of focus groups suggesting that there was a large group of girls not engaging with LEGO Bricks. The theme is now enjoyed by boys and girls alike: embracing the everyday adventures in ‘real world’ settings.
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