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Lego listens to the girls

Only female scientists will work at Lego's new ‘Research Institute’ box set


Girls can do more than look pretty on the beach. Lego is learning this slowly (Photo: Colourbox)

June 10, 2014
16:10

by Alina Shron


Lego is finalising plans for a ‘Research Institute’ limited-edition box set containing three female scientist figurines. The set is scheduled to be released in August and, according to critics, is long overdue.

Gendered workplace
Lego has been under attack for an absence of female figures both in the company’s upper-level management and in its toy sets.

Female toys were found to be gender-stereotyped, mostly lying on the beach, walking on catwalks or baking pancakes while the male characters had the 'real' jobs.

A mighty girl
In January Lego was told off by a seven-year old American girl, Charlotte, who wrote a letter to the company asking why “there are more Lego boy people and barely any Lego girls” and why “all the girls did was sit at home, go to the beach, and shop, and had no jobs,” while the boys “went on adventures, worked, saved people, and had jobs.”

Her letter has been liked over 15,000 times on Facebook, and though Lego issued an apology, the new ‘Research Institute’ set is the first step towards addressing the concern.

Lego Ideas has good ideas
The female scientists in the series are a paleontologist with a dinosaur skeleton, an astronomer with a telescope, and a chemist in a lab. None of them wear any pink.

The proposal comes from Ellen Kooijman, a geochemist from Stockholm. Her design collected 10,000 votes on the Lego Ideas project, an online fan-based community where users can create and upload their toy concepts for Lego to consider.



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