Legos are toys meant for building imagination along with doll houses, spaceships and what-have-you. But hey, while we’re at it why not also build the insecurities of little girls?
The New York Times revealed that a March-April 2015 Lego Club Magazine contained an article aimed at girls who play with the Legos Friends line, which is intended for girls ages five to 12. The article provided a hairstyle guide, directing children to which hairdos best suit their face. Apparently, oval-faced girls can do whatever with their hair and still look great. God help you if you have a square face. These insights came tumbling out of the lips of an earnest seven-year-old to her mortified mother.
The Lego Friends line has come under fire in the past for supposedly furthering the gender divide rather than pushing toy packages that fell in line with Legos old, and far more progressive marketing:
Apparently, Lego’s definition of beautiful has changed.
Infuriated parents have reached to Lego via Twitter. Their response could have been written by a bot it’s so devoid of emotion:
@Deegley (1/3) Thank you for reaching out with valuable feedback. We gather insights from the LEGO Club Magazine audience and they— LEGO (@LEGO_Group) March 18, 2015
@Deegley (2/3) asked for content similar to an "advice column," which we attempted to deliver by elaborating on a LEGO Friends story.— LEGO (@LEGO_Group) March 18, 2015
@Deegley (3/3) We're sorry for any disappointment and the LEGO Club team will use this feedback to positively impact future stories.— LEGO (@LEGO_Group) March 18, 2015
An advice column for little girls isn’t an on its face horrible idea. But considering the backlash Lego faced for making slim-waisted dolls, you’d think they’d understand the desire for advice that celebrates body diversity. Or I guess, not.
Kristy Puchko has been booted off a Lego Friends building site by a five-year-old who said she “lacked focus.”