Parents accuse Lego over ‘sexist’ science cartoon

LEGO is at the centre of a sexism row after a magazine published by the brand featured a cartoon character suggesting that female researchers “will stick out like sore thumbs”.

The image features in the latest issue of Lego Friends, which is aimed at girls aged between seven and 11.

It depicts two female characters having a conversation about going to a meeting.

One says: “I think we should secretly go to the meeting too, just in case Carter tries something sneaky.”

The other character responds: “You’re right, but we won’t be able to just walk right in. A group of girls among researchers – we’ll stick out like sore thumbs.”

One mother complained on Twitter after spotting the cartoon.

She was concerned that it depicted a group of girls dismissing science and saying it was boring so they wanted to do some baking instead.

Tweeting at Lego, she wrote: “Both my children love Lego, and this makes me want to run in the opposite direction.

“Sort out your magazines, this is an embarrassment to your brand.”

Others suggested the message in the comic could discourage girls from getting involved in science.

One said: “This is so disappointing to a lifetime Lego lover and female researcher.”

Another added: “Thanks for the clear sexism. Women in tech, women in Stem and women in research already exist. We don’t have to make muffins anymore.”

The group Let Toys Be Toys, which campaigns against gender stereotypes in toy marketing, also highlighted the Lego cartoon on its official Twitter feed.

The company issued a statement that said: “With this story we were trying to show that girls have lots of different interests and passions, including science and Stem, but we appreciate that some of the language we used missed the mark and we apologise.

“We will certainly learn from this and do better in future.”

In 2014, Lego was involved in another sexism row after Charlotte Benjamin, a seven-year-old girl in the US, wrote a letter to the company complaining that there were “more Lego boy people and barely any Lego girls”.

‘Thanks for the clear sexism. Women in tech, women in Stem and women in research already exist.’