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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Community Corner: BrisBricks Toowoomba Expo 2019

Coming up this weekend from the team at BrisBricks…

The team at BrisBricks are busy building towards their first LEGO® Fan Expo in Toowoomba on November 9-10th.

BrisBricks LEGO Fan Expos have welcomed tens of thousands of patrons over the years to be amazed and inspired by the visually stunning exhibits and we’re excited to bring this to Toowoomba for the first time. Our energetic team of clever builders and friendly volunteers freely donate their time, displaying their own creations and personal collections that will take children and adults on a magical journey through the ages of LEGO.

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Rebuild the World: Nurturing Creative play.

If you have been following the LEGO Social Media feed over the last few days you may have felt a little baffled. Following a 10 second teaser, featuring a man carrying an oversized bow and arrow… cross to an anthropomorphised lion and deer sharing a coffee… a life size LEGO Fire truck and a crowd of people dressed as minifigures – with oversized minifigure accessories: camera, flower, flippers look to the sky to see a rubber raft fly by. We are now excited to be able to bring you the short film in its entirety. (after the break)

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