The Faces of LEGO 2021: Setting A Baseline For Gender Representation In Marketing ‘Hero Shots’

Earlier this week, the LEGO Group celebrated the UN’s International day of the Girl by releasing new research revealing that girls are ready to break free from traditional gender stereotypes, while the rest of society perpetuates these stereotypes. I shall post the press release at the end of this article.

Essentially, girls are ready to take on most of the activities in society, but there are societal stereotypes that result in both parents and their male peers potentially holding them back. This can potentially influence the career paths that they may embark on as they grow up.

Following up from this information, The LEGO Group have committed to making LEGO Play more inclusive, and ensuring that children’s creative ambitions are not limited by gender stereotypes:

“We know there is work to do which is why from 2021 we will work closely with the Geena Davis Institute on Gender in Media and UNICEF to ensure LEGO products and marketing are accessible to all and free of gender bias and harmful stereotypes.”

“We acknowledge our responsibility in having contributed to gender stereotypes over the years, which is why we’re actively addressing the challenges that gender biases create and we’re committed more than ever to do our bit to put it right. “

In this article, I will aim to look at the current gender biases present in the Hero Shots as depicted on LEGO.com in October 2021.

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LEGO® Harry Potter™ Hogwarts Moments: Overview

Amongst the sets forthcoming in 2021 are the Harry Potter Hogwarts Moments. These four sets each tuck away into a brick built book and are based on seminal scenes at Hogwarts School of Witchcraft and Wizardry: Transfiguration Class, Potions Class, Herbology Class and Charms Class.

Each set comes with a book case, with requisite scenery; additional furniture builds, and finally three mini figures: a teacher and two students.  Rather than focus on each of these sets individually at first, I will look at each of these aspects of the sets over several articles.

Ultimately, they all provide locations unseen at minifigure scale in the ‘2018 relaunch’ of Harry Potter range. In this article, we shall have a quick précise of each set, you can see the elements all knolled out together. The sets are priced at $USD29.99/ $AUD39.99.

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