You may have recently come across an article that talks about LEGO removing gender bias in their toys. If you haven’t you can find it here.
The summary is that research conducted on behalf of LEGO has encouraged the company to address gender bias in their products and marketing.
Some people have taken this to mean no more LEGO Friends. That’s not happening. LEGO Friends will be back in 2022 and so will the minidoll. This has been confirmed by LEGO directly.
This isn’t really a surprise – LEGO Friends is the best LEGO theme^ and one of the company’s top performing lines.
While it’s not clear exactly how the products will change from the move to address gender bias it’s clear what LEGO is aiming to do in terms of marketing.
Themes like DOTS included a lot of young girls in their initial marketing materials and product images. In fact I don’t recall seeing any boys in the marketing materials. There certainly weren’t boys featured on any of the first wave bracelet packaging. This created an implied gender bias that DOTS was only for girls. I’m sure there are also countless examples the other way around.
Featuring more gender balance in packaging and marketing images is a simple change that shouldn’t upset anybody.
At the end of the day this is a business decision for LEGO. They want to increase sales by getting more boys buying Friends and more girls buying Stuntz. No LEGO theme needs to be explicitly FOR BOYS or FOR GIRLS. That’s just dumb.
^ This is a fact and not just my opinion. Friends rules.