00:00:00
"LEGO is here, hey kids, look at a whole new world you can build."
00:00:06
LEGO is one of the most amazing and creative toy that has ever been invented.
00:00:09
I mean check this out, it's a LEGO stegosaurus, its eyes can even light * rawr *
00:00:15
Research has consistently shown that playing with Lego bricks accelerates the development of children,
00:00:20
and maintained as a gateway to math, science and technical fields, the promotion of spatial memory, spatial design and of course the imagination.
00:00:28
Unfortunately, as a consequence of LEGO's decision to design and market their products almost exclusively for boys over the last decades,
00:00:34
girls are largely omitted.
00:00:36
So when the LEGO Group announced that they were committed to expanding LEGO experience for girls in 2012 in a major way, I was excited,
00:00:43
but also a bit skeptical. Here's what LEGO had to say:
00:00:47
"We actually see ourselves as bound to find a great LEGO experience for girls.
00:00:52
We are passionate about the LEGO experience does to children all over the world,
00:00:57
I mean, their development, great experiences, ability to concentrate,
00:01:01
and it's just not good enough that we can not do something that really attracts girls and deliver the same great experience. "
00:01:08
LEGO claims to have spent millions of dollars and 4 years of intensive research in this work, and they even have a budget of $ 40 million to market to girls globally.
00:01:17
So with all that, what the company has done to integrate the girls back to the LEGO experience?
00:01:22
"LEGO Friends. New LEGO Friends. "
00:01:24
Welcome to beautiful Heart Lake City. My name is Stephanie, I'm going to a party at the new café with my friend Olivia.
00:01:31
It's me, I just finished decorating my house. Time to relax with the girls.
00:01:37
The beauty clinic, Emma styled and ready to go. This is gonna be real fun!
00:01:42
Welcome to the world of LEGO Friends. New LEGO Friends.
00:01:46
* Sigh * So where do we even start?
00:01:50
This new LEGO collection has 23 sets, focusing on the lives of 5 "Friends ®" Mia, Emma, Andrea, Olivia and Stephanie
00:01:58
all hang out and have fun in a place called Heart Lake City, which is not to be confused with the regular "City", which is LEGO longest running theme.
00:02:06
No, Heart Lake City is a pastel color, gender-segregated, stereotypically female suburban paradise.
00:02:13
And to make it absolutely clear that these sets are for girls
00:02:16
they've covered everything in pink and purple, from the branding of the boxes to the bricks themselves.
00:02:22
Another way LEGO has separated Friends theme from the rest of the LEGO universe is by creating a brand new LEGO person.
00:02:29
The traditional LEGO characters or "minifigs" as they are called, has become a recognizable icon in the world.
00:02:35
The minifigs are the core of the LEGO universe,
00:02:38
shown in their video games and movie franchise, expanded merchandise, and even in their theme parks.
00:02:44
However, the new Bratz / Barbie style "Lady Figure" or "mini doll" shown in Heart Lake City
00:02:49
higher for a more shaped body and they go with small skirts.
00:02:52
By essentially making the mini doll for a completely separate race
00:02:56
it just works to further separate the Friends theme from the rest of the LEGO universe.
00:03:01
The theme Friends focuses on traditional female-identified tasks
00:03:04
including baking at Café Park City,
00:03:06
get your hair done at Butterfly beauty clinic
00:03:09
take care of pets at the vet in Heart Lake,
00:03:11
or housekeeping at Olivia's house.
00:03:13
Of the original 14 offers, is the only set that breaks out of this kind may Olivia inventor workshop
00:03:18
which would be really cool if it were not for the inexplicable decision to make all her tools purple.
00:03:24
Now there is nothing wrong with lyserrød and purple in itself, I sometimes even happy these colors, of course,
00:03:29
pink and purple are only two options out of the rainbow of colors on the blocks available in the LEGO universe.
00:03:34
The problem is that pink and purple rarely appears in the sets marketed to boys and Heart Lake City totally dominated by soft pastel colors.
00:03:43
There is also nothing wrong with LEGO set that contains
00:03:46
places to stay, places to eat, beauty salons, entertainment venues, etc.
00:03:51
These are all companies that you expect to find in any one city.
00:03:54
But here is where LEGO starts to go really wrong:
00:03:58
First, the activities highlighted in the theme Friends such as baking, cooking, child care, housekeeping, decorating, hair styling
00:04:04
is deeply ingrained in stereotyped and limiting roles of women in children's toys and unfortunately in society in general.
показать еще
русский▼
English
