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"A new day, a new experience - come and barley in Legoland"
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In my previous video we looked at the pastel-colored,
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gender stereotyping in town; Lego Friends.
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We also looked at LEGO's failed attempts to market themselves to the girls during the last decades.
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Have you not seen my previous video, so check it out before you watch this video finished.
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It's no secret that LEGO now primarily being designed and marketed to boys.
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There are few toy brands that are well-known and widely used as LEGO.
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And yet, click LEGO only half of all children, namely boys.
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Since 2005, LEGO reinforced it, almost to market only LEGO for boys.
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And it has affected the LEGO universe.
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Still more of the LEGO universe be boyish.
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Studies show that LEGO strengthens the spatial sense and enhances mathematical understanding.
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How the company switched from the original gender-neutral construction experience,
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to a male-dominated experience?
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It was not by chance.
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LEGO chose this strategy with three points.
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# 1 Marketing only for boys:
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LEGO has deliberately chosen almost exclusively to design and market
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LEGO Universe for boys since the mid-1980s.
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Let's take a look at LEGO's advertising before this paper.
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LEGO can be traced back to the 1930s, but started doing the famous plastic bricks in 1949.
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LEGO, build a whole new world.
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This little girl is so full of happiness, she used LEGO and she could build.
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But some bricks here and barley in the lap of luxury, look at the girl's LEGO house.
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LEGO was marketed as toys that promote creative play, cooperation and imagination
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Over the next three decades, at a reasonable gender-neutral way. And something for the whole family.
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From the mid-'80s, all the girls away, however, and LEGO were marketed primarily to boys.
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Some may remember Zack, the LEGO Maniac.
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I know a boy, his name is Zack
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His micro-chips is "wack"
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he builds a Cadillac
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he is Zack, the LEGO Maniac.
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He is sent on mision to Mars
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He flies by the stars
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To outer space, he can take
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A cosmonaut, earth calling, Zack, hey come back!
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ZACK was the official LEGO mascot
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He was the symbol of LEGO experience, and he helped to brand identified with boys.
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Boys continued to dominate LEGO's marketing for two decades.
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There was once a boy who discovered a magical castle.
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Inside was a bat-king, his knights, a witch and the smell of rotten bones.
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Time to go, the boy tried to escape, but the witch insisted that he was ...
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The mechanics pumps
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The gear gets you started
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and leaves that blow you up
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