Sexist Lego a success

In spite of the uproar, the Lego Friends range is selling well

 

Earlier this year, Lego released a “Lego Friends” series that would widen the plastic blocks’ appeal to girls. Pundits bemoaned the range’s perpetuation of stale gender stereotypes, questioning whether it was really necessary to replace the traditional boxy Lego figures with curvy teenage girls that hang out in beauty parlours and cafes. Despite the controversy, Lego’s sales have increased 24 per cent year-on-year and “Lego Friends” have proved a success.

This is unsurprising considering the amount of market research that went into the range. Lego spent four years analysing girls’ playing preferences. According to Businessweek, the company found that girls paid more attention to things like aesthetics, level of detail, and role-play (this last point justifies the “Ladyfig” innovation – girls see the figurines as avatars, and are therefore, allegedly, more likely to see themselves reflected in a less angular piece of plastic). Furthermore, they found that although girls enjoyed building as much as boys, they did so in different way; while males enjoyed the more “linear” process of copying what is on the box as quickly as possible, females preferred “stopping along the way” for story telling and rearranging pieces.

The study confirms that boys and girls, at least broadly, play differently. But I suspect that the range’s success is less tied with this than with the simple fact that Lego Friends have made it more socially acceptable for girls to ask for Legos. The truth is, the brand has always done its best to fit squarely in the boys’ aisle of Toy’R’Us – since 1966, the Lego has been selling gas stations, trains and cars. Its recent makeover (side note - makeovers happen to be one of Emma’s [a Lego Friend] favourite hobbies) has made it possible for the brand to compete alongside dolls and kitchen sets. The difference between the Star Wars series and Lego Friends is, basically, a matter of packaging. But at an age where – however artificially - gender divides are at their most blatant (everyone knows that six year old boys have cooties and are to be derided for it), neither boys nor girls want to be seen wandering down each other’s aisles. Lego can't be held to blame for effectively doubling its demographic, and it is unequivocally a good thing that little girls can enjoy building blocks without feeling like a silly boy.

Or maybe kids don't actually care about these things and it's adults that find it easier to narrow their options when choosing presents. 

In any case, it’s sad that even toys are a partisan affair.  

Lego Freddie Mercury Photograph: Ghetty Images
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After Article 50 is triggered, what happens next?

The UK must prepare for years, if not decades, of negotiating. 

Back in June, when Europe woke to the news of Brexit, the response was muted. “When I first emerged from my haze to go to the European Parliament there was a big sign saying ‘We will miss you’, which was sweet,” Labour MEP Seb Dance remembered at a European Commission event. “The German car industry said we don’t want any disruption of trade.”

But according to Dance – best known for holding up a “He’s Lying” sign behind Nigel Farage’s head – the mood has hardened with the passing months.

The UK is seen as demanding. The Prime Minister’s repeated refusal to guarantee EU citizens’ rights is viewed as toxic. The German car manufacturers now say the EU is more important than British trade. “I am afraid that bonhomie has evaporated,” Dance said. 

On 31 March the UK will trigger Article 50. Doing so will end our period of national soul-searching and begin the formal process of divorce. So what next?

The European Parliament will have its say

In the EU, just as in the UK, the European Parliament will not be the lead negotiator. But it is nevertheless very powerful, because MEPs can vote on the final Brexit deal, and wield, in effect, a veto.

The Parliament’s chief negotiator is Guy Verhofstadt, a committed European who has previously given Remoaners hope with a plan to offer them EU passports. Expect them to tune in en masse to watch when this idea is revived in April (it’s unlikely to succeed, but MEPs want to discuss the principle). 

After Article 50 is triggered, Dance expects MEPs to draw up a resolution setting out its red lines in the Brexit negotiations, and present this to the European Commission.

The European Commission will spearhead negotiations

Although the Parliament may provide the most drama, it is the European Commission, which manages the day-to-day business of the EU, which will lead negotiations. The EU’s chief negotiator is Michel Barnier. 

Barnier is a member of the pan-EU European People’s Party, like Jean-Claude Juncker and German Chancellor Angela Merkel. He has said of the negotiations: “We are ready. Keep calm and negotiate.”

This will be a “deal” of two halves

The Brexit divorce is expected to take 16 to 18 months from March (although this is simply guesswork), which could mean Britain officially Brexits at the start of 2019.

But here’s the thing. The divorce is likely to focus on settling up bills and – hopefully – agreeing a transitional arrangement. This is because the real deal that will shape Britain’s future outside the EU is the trade deal. And there’s no deadline on that. 

As Dance put it: “The duration of that trade agreement will exceed the life of the current Parliament, and might exceed the life of the next as well.”

The trade agreement may look a bit like Ceta

The European Parliament has just approved the Comprehensive Economic and Trade Agreement (Ceta) with Canada, a mammoth trade deal which has taken eight years to negotiate. 

One of the main stumbling points in trade deals is agreeing on similar regulatory standards. The UK currently shares regulations with the rest of the UK, so this should speed up the process.

But another obstacle is that national or regional parliaments can vote against a trade deal. In October, the rebellious Belgian region of Wallonia nearly destroyed Ceta. An EU-UK deal would be far more politically sensitive. 

The only way is forward

Lawyers working for the campaign group The People’s Challenge have argued that it will legally be possible for the UK Parliament to revoke Article 50 if the choice is between a terrible deal and no deal at all. 

But other constitutional experts think this is highly unlikely to work – unless a penitent Britain can persuade the rest of the EU to agree to turn back the clock. 

Davor Jancic, who lectures on EU law at Queen Mary University of London, believes Article 50 is irrevocable. 

Jeff King, a professor of law at University College London, is also doubtful, but has this kernel of hope for all the Remainers out there:

“No EU law scholar has suggested that with the agreement of the other 27 member states you cannot allow a member state to withdraw its notice.”

Good luck chanting that at a march. 

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.