Lego has been taken apart in the media for its outdated approach to gender marketing. But it is on a mission to rebuild its reputation by introducing a set based on female scientists.
The Research Institute set is the brainchild of Dr. Ellen Kooiljman and was submitted to Lego last year via its Ideas website. It quickly reached 10,0000 supporters and is now being put into production.
In her online pitch Kooiljman said: “Although recently Lego has started to design and add more female figures to their sets, they are still a minority. A small set of mini-figures would provide a great opportunity to add women to our Lego town or city communities. I have designed some professional female mini-figures that also show that girls can become anything they want, including a palaeontologist or an astronomer.”
Bec Brideson, director of Melbourne agency Hello I'm Venus which specialises in marketing brands to women, welcomed the step from Lego and said toy manufacturers should “embrace change” and move away from the “old paradigms”.
ABC's consumer watchdog show The Checkout recently attacked the firm for making pink toys for girls and blue ones for boys, as well as the tone of its communications. The show highlighted that while Lego's marketing used to be fairly gender neutral with girls and boys both shown playing, in recent years it took a decidedly two-track approach. In 2012 it launched the Lego Friends range which was specifically criticised for is colour scheme and for reinforcing gender stereotypes. It did result in a 25% revenue increase globally, according to The Checkout and tripled the number of girls playing with Lego.
Lego “for girls” is pink, the themes are about hair and beauty, while Lego “for boys” is robust, and about planes and cars.
But if, as The Checkout claims, splitting things into pink and blue is so good for business, Lego doesn't have much incentive to change tack, but the Research Institute set is progress.
Brideson said: “Visionary and progressive companies are approaching the gender opportunities as equally lucrative and equally transformational. Ideally, they include interests considered traditionally masculine and feminine to ensure they appeal to both behaviours of an audience, rather than just the out-dated views of one half of it.
“Toy makers are stuck in old paradigms of “boy blue” and “pink girl” because they have built successful empires on these assumptions. But it is time to embrace change. Shifting social behaviours starts at grass roots. The successful business model of future toy-making will do away with gender stereotypes and make all behavioural aspects gender neutral.”
Virginia Hyland, founder of Hyland Media agreed, adding that "gender specific Lego is outdated. Fundamentally Lego in its old form was telling a gender story,".
On its site, Lego said: “We’re very excited to release Ellen Kooijman’s female mini-figure set, featuring three scientists, now entitled “Research Institute” as our next Lego Ideas set. This awesome model is an inspiring set that offers a lot for kids as well as adults.”
The final design, pricing and availability are still being confirmed but its set to launch in August.
Earlier this year UM retained the Lego media account. The company than made former sales boss Troy Taylor its top marketer in April.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.