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
Photo: Getty Images
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Responding to George Osborne's tax credit U-turn should have been Labour's victory lap

He changed the forecast, we changed the weather. But still it rains.

The Labour Party should have rested on its laurels in the Autumn Statement. While Gideon name checked his Tory colleagues for their successful lobbying, he should have been reading out the names of Labour members who changed his position.  I'll let the Tories have the potholes, (even though it was in Labour manifesto) but everything else was us. 

He stopped his assault on tax credits. Not because he woke up in his mansion in a cold sweat, the ghost of Christmas Future at the foot of his bed, ringing out the names of the thousands and thousands of children he would plunge into poverty. Nah, it's not that. It's as my sons might say "no way George, you got told!" The constant pressure of the Labour Party and a variety of Lords in a range of shades, supported by that media we are all meant to hate, did for him. It's the thousands of brilliant people who kept the pressure up by emailing politicians constantly that did it. Bravo us, boo nasty George!

As Baron Osborne thanked the Tory male MP for his brilliant idea, to spend the Tampax tax on women's services, I wanted to launch a tampon at his head. Not a used one you understand, I have some boundaries. He should have credited Paula Sheriff, the Labour MP for making this change. He should have credited all the brilliant women's groups, Yvette Cooper, Stella Creasy, Caroline Lucas and even little old me, for our constant, regular and persistent pestering on the subject of funding for refuges and women's services. 

On police cuts, his side should not have cheered him at all. We are now in a position when loud cheers are heard when nothing changes. So happy was his side that he was not cutting it, one can only conclude they really hate all the cutting they do. He should not have taken a ridiculous side swipe at Andy Burnham, but instead he should have credited the years and years of constant campaigning by Jack Dromey. 

I tell you what Georgie boy can take credit for, the many tax increases he chalked up. Increases in council tax to pay for huge deficit in care costs left by his cuts. Increases in the bit of council tax that pays for Police. Even though nothing changed remember. When he says levy or precept it's like when people say I'm curvy when they mean fat. It's a tax. 

He can take credit for making student nurses pay to work for free in the NHS. That's got his little privileged fingers all over it. My babies were both delivered by student midwives. The first time my sons life was saved, and on the second occasion my life was saved. The women who saved us were on placement hours as part of their training, working towards their qualifications. Now those same women, will be paying for the pleasure of working for free and saving lives. Paying to work for free! On reflection throwing a tampon at him is too good, this change makes me want to lob my son's placenta in his face.

Elsewhere in Parliament on Autumn Statement day Jeremy Hunt, capitulated and agreed to negotiate with Student Doctors. Thanks to the brilliant pressure built by junior doctors and in no small part Heidi Alexander. Another disaster averted, thanks to Labour.

I could go on and on with thanks to charities, think tanks, individual constituents and other opposition MPs who should have got the autumn cheers. We did it, we were a great and powerful opposition, we balanced the pain with reality. We made Lord sorry the first Lord of the Treasury and his stormtroopers move from the dark side. We should have got the cheers, but all we got was a black eye, when a little red book smacked us right in the face.