Lego: Ditch the Gender Stereotyping and Limiting "Friends" Line for Girls

Lego CEO: This is a real girl from one of your ads. She doesn't need pink and purple legos with a fashion and beauty shop to limit her imagination.

(Here is a guest post from an author and reader Carolyn Costin about the new line of Legos for girls.  I was outraged to read about this newest stereotyping toy-- in this case taking legos, good for all kids to build and use their imaginations, and focus on shallow and confining roles, shapes and colors for girls.  I agree wholeheartedly with Carolyn. That's why I signed her letter and petition here, and I urge you to join me.)

Dear LEGO:

LEGO used to stand out as an exceptional toy maker who stood apart from the other shameless and reckless manufacturers who make and market gender stereotypic toys devoid of imagination and skill building. Your "Friends" line for "girls" challenges this reputation and puts both professionals and parents on alert.

We are horrified and outraged to see how the "Friends" line for girls promotes damaging gender stereotypes and limits creativity and healthy role development.

For starters presenting slimmer, more fashion oriented LEGO people for girls falls right into the pervasive cultural messages for them to focus solely on their appearance and being thin. Your Fashion Design Workshop and Butterfly Beauty Shop also convey the message of focusing on appearance, and promotes negativity, as evidenced in your advertisements for this line, such as saying that [Butterfly Beauty Shop] is a place where girls can "get primped and pretty" and "gossip out on the bench." Are you serious?

Research and experience tell us that encouraging girls to focus on appearance and thinness contributes to their belief that external validation is more important than internal validation. That being thin and pretty is more important than who you are or what you can do. The internalization of these values leads to body dissatisfaction and to disordered eating, which may lead to full blown eating disorders.

Lego - save your reputation and remove or modify this new "Friends" line. We for sure are going to get the word out:

Don't buy the new LEGO "Friends" line. It will make you feel bad about yourself and others......with friends like that who needs enemies.


Carolyn Costin, MFT
Eating Disorder and Body Image Specialist
Founder Monte Nido Treatment Center

Author: Your Dieting Daughter, The Eating Disorder Sourcebook, 100 Questions and Answers About Eating Disorders and 8 Keys To recovery From an Eating Disorder.

Readers:


Please spread the word about this petition by sharing it on Facebook, and Tweet this:

Don't buy the new LEGO "Friends" line. It will make you feel bad about yourself and others......with friends like that who needs enemies. http://www.change.org/petitions/lego-stop-production-of-friends-line-for-girls

What do you think about this new line from Lego?