LEGO enrages parents
LEGO has recently launched ‘Beauty Sets’ aimed at young girls aged between 6-12 years, a move that has left many a parent a little less than pleased. In a recent magazine spread titled ‘Emma’s Beauty Tips’, which appears in the March-April Yellow Brick edition of LEGO Club Magazine, the brand suggests hairstyles to its readers based on the shape of their faces.
The spread is tied to the latest addition to LEGO’s construction series named LEGO Friends which is aimed at young girls between the ages of 6 and 12 and which includes sets for a hair salon, a juice bar and a shopping mall. The sets have drawn massive criticism from parents who see it as instilling the creation of a gender stereotype that emphasizes shopping, beauty and homemaking for women. One mother wrote on a parenting blog for the New York Times, “My little girl, the shape of her face, and whether her haircut is flattering are none of Lego’s concern. It wasn’t even her concern until a toy magazine told her to start worrying about it.” In a statement issued by the Senior Director of Brand Relations at LEGO Systems, Inc., Michael McNally expressed his regret by saying, “We sincerely regret any disappointment [this product] may have caused. We value this feedback and have already shared with the LEGO Club team in order to positively impact future stories.”