Wow, here's the Lego I know and love. Where have you been hiding? It'd be great to have you come back to the gender-neutral toy you once were.
1970s Lego instructions:
"To Parents: The urge to create is equally strong in all children. Boys and girls. It's imagination that counts. Not skill. You build whatever comes into your head, the way you want it. A bed or a truck. A dolls house or a spaceship. A lot of boys like dolls houses. They're more human than spaceships. A lot of girls prefer spaceships. They're more exciting than dolls houses. The most important thing is to put the right material in their hands and let them create whatever appeals to them."
(As a dude in the '70s who had a set of Legos and maybe, just maybe, my G.I. Joes dated my He-Men and they all had pizza parties with the Fisher Price Family in a Lego dollhouse that *I* built ... the emphasis on that spaceships vs. dollhouse part is mine.)
I love Lego's brightly colored blocks-o-creativity. I'm not a Lego basher.
But wow, certain companies should realize (again) that girls and boys don't always love the same things ... especially when those companies were once famous for non-gender-specific fun.
Spaceships for ladies and dollhouses for dudes and whatever comes in between! Those tolerant '70s folks kind of *had* something...
...like a belief in creativity and trust in children. I kinda like that.
There's more to how we got from the chill '70s to the SUPER-PINK (or BLUE) present.
FeministFrequency explains it well:
And just for fun:
Here's what it feels like to step on a Lego:
In all honesty, THIS is what they should be fixing! They had the gender stuff right from the get-go. ;)
Tweet me your thoughts about Lego's new marketing approaches at @DtnMatt.