This blog is in response to a petition & spam campaign of a few feminists

Some radical feminist groups realized they can advance their own agenda by launching a "No pink aisle, bring back beautiful" social media campaign by claiming The LEGO Group offers no "gender equity" in the new theme "Friends" and its marketing. They created an online petition, then proceeded encouraging their followers to SPAM the LEGO Facebook page with one of TLG's own ads. Laced with false dramatic information, they convinced the petition site to include their "cause" in its membership mailing notice.
This blog sheds light on their omissions, skewed facts & images.

Monday, December 26, 2011

LEGO Friends Olivia's House (set 3315)

image courtesy of The LEGO Group

Customers had complained there weren't LEGO sets attracting enough young girls to build -- so The LEGO Group invested tons of money & time in an anthropological research project spanning the globe comprised of thousands of *real* girls and their families to develop a Gateway theme into construction toy play.  In 2011 only 9% of LEGO builders were girls; now that Friends sets are available, that number has increased to 27% (per The LEGO Group).

These sets have the same creative, building toy as all LEGO.  Olivia's House set box contains 700 loose bricks and instructions.  Girls can then re-build the bricks blending in bricks from any other LEGO set or brick bucket.

Now more girls are gaining STEM skills through spatial-reasoning involved in building and re-building these toys.  They also gain technology skills by accessing interfaced programs, such as LEGO Digital Designer to create CAD-type version of these sets -- as well as manipulate the bricks in that virtual platform to create anything she can imagine!

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