Feminists freak out over LEGO Friends: From SPARK to whimper

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.

From SPARK to whimper

After the much gloated-about granted 'meeting' with TLG, the SPARK social terrorists girls harassed them to get, the controversy falls flat.

The LEGO Group already knew some fans wanted more female MiniFigs and had already started including them in sets before Bloomberg put up that amateurish photo-shopped skewed image of a Friends MiniDoll on its front page. That's when these fringe RadFem groups latched their claws into the manufactured "controversy" and attached their agenda to the toy.

The 2011 Community Workers set has equal number of female -to-male MiniFigs; 2012 female Park Ranger, 2012 Police & Firefighters; female Samurai - Nya; and female Hero - Black Widow piloting the Avengers QuinJet. So, yeah, if you think they were listening to you -- it was only a regurgitation of what they've already started.

Since Stephanie Cole didn't even play with LEGO bricks as a girl (due to the whole "assembly" part) and none of you girls have even close to any of the gender-busting careers you think Friends characters should have -- well, your hypocrisy is evident in your image. Frankly, you look just like a Friends set. Let's call it: Bailey's Travel Pals - she travels to NYC for the first time from the midwest and is greeted by her acting friends in the Big Apple. Set comes with 4 MiniDolls, a small building of Rockefeller Center and books -- because that what these girls know the world through ;-)

Whimpering out ideas of a hospital (yeah, TLG has City hospitals and a new one on the way -- if you knew LEGO, you'd know that -- besides, build your *own* Friends hospital -- the bricks are re-buildable); a school (which has been done too, in previous sets girls played with decades ago, yet since going to school is what these girls know best, it's no surprise); and a Town Hall with a female Mayor -- yeah, Astrid (LEGO Designer) just introduced the new Town Hall in March 2012, so why don't you buy it and create your own female Mayor -- after all, that's what everyone else does with their LEGO creations.

Lack of imagination is a personal problem, not a product flaw.

SPARK reps got to meet some TLG execs
photo by Susan Watts/New York Daily News

To all the fans of LEGO Friends, new & old, not to fear -- the theme remains the same! Thanks TLG! All the girls who are now building STEM skills thank you!

Build on with your Friends :-)

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FACTS & Myths

FACT: Friends sets contain 'loose' bricks which must be connected together to build the model on the box-art (instructions included) or any other creation a girl can imagine with those bricks. The models seen in images DO NOT come out of the box pre-assembled.

Myth: LEGO Friends sets come pre-fabricated = a myth!

FACT: Pink bricks have been around for about a decade.

Myth: LEGO Friends set bricks are mostly pink = a myth!
(Only about 10% of the bricks found in each set box are of the color pink; the rest are comprised of Azure Blue {a LEGO Friends unique color}, White, Tan, Lime Green, Medium Lavender, Dark Lavender, Magenta {dark bright pink}, Red, Yellow-Green, Black, Brown, Light Aqua {new color to LEGO, due to Friends}, Orange, Yellow, Grey, Light Pink, Bright Orange, Bright Pink, and several shades of Green.)

FACT: Girls who where not already building & playing with LEGO bricks took part in the 4-year anthropological research study across the globe. They are the girls for whom the Friends Mini-Dolls were developed; those girls wanted a more realistic "avatar" to represent them. They were not interested in the classic yellow minifigure.

Myth: If only TLG made more girls as minifigures then more girls would be building with LEGO bricks and therefore no need for the Friends line = a myth!

FACT: In 2011 girls were only 9% of The LEGO Group's customers; after Friends release and by 2013 girls comprise 28% of the toy company's customers. Although many girls who built with LEGO bricks prior to Friends enjoyed other lines, such as Creator, Harry Potter, Architecture, the overall number of girls building was less than boys. Friends serves as a bridge by appealing to some girls to engage them with construction toy building -- then hopefully follow interests into additional themes, such as Modular, Monster Fighters, NinjaGO, Architecture, Chima, CITY and more ...

Myth: Girls have been segregated withing the LEGO building experience = a myth!

FACT: The LEGO Group had severe profit loss in 2003; then after releasing licensed tie-in (such as Star Wars, Indiana Jones, Harry Potter) sets, their profits rose.

Myth: If TLG reverts to gender-less buckets of red, blue & green bricks, then everything will be just fine = a myth!
~This is a sentimental notion which does not take into account the very rapid growth of technology and competition for kids' attention in engaged play.

About Paradisa:

The LEGO Paradisa System for girls was introduced in 1992. These sets included parts for making buildings with pink and white accents. Many of these sets had either beach or riding themes. Therre were also a pair of basic sets, called “Freestyle” in 1995 that were in a box or a pink suitcase. These were very similar to the actually produced Paradisa System sets, except these were not model sets, but mainly spare parts basic sets.

There were a number of unique baseplates produced for the Paradisa line, many having beach and water features, and very light green grassy areas. There were also several parts not found in other systems in pink or dark pink. So some parts in these sets are somewhat rare.

The Paradisa System of sets were retired circa 1998, and other LEGO systems, such as the Scala System (dollhouse type sets) and Belville.

Paradisa Sets were sold in continental Europe, Britain, Australia, USA and Canada.

LEGO Homemaker sets Story

This was the beginning of the Homemaker series of sets, which were produced from 1971 until 1982. The early Homemaker sets from 1971-73 predated the first LEGO people, which were first introduced in 1974. Even after 1974 many of the smaller sets still did not have LEGO people included in the sets.

The first LEGO people were not the small minifigs that we know of today, but were large yellow 2x2x2 round heads and neck attached to a 2x2 brick. There were bendable arms that attached to the sides of the 2x2 bricks. At the end of each arm was a round hand with a hollow stud on top. This allowed the people to hold LEGO accessories. The remainder of the big head peoples’ body was made up of regular and sloped LEGO bricks. There were also LEGO hair pieces (male and female) as well as LEGO hats (male and female). The yellow heads had several different expressions painted on them. Some looked young with freckles; others looked old with glasses painted on. And there were several different hair colors and hair styles for the large heads. The hats varied in color and styles. There was even one American Indian set that had the heads made of red LEGO. But all other sets had yellow heads.

Feminists freak out over LEGO Friends

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

From SPARK to whimper

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