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.

The *real* Stephanie

Stephanie -- no, not of the LEGO Friends character -- Stephanie Cole, co-creator of the petition against LEGO Friends.  She's a 22-year-old who didn't play with LEGO bricks as a kid due to all the "assembly required" and who says "since when was Star Wars actually about violence, anyway?"  Really? ... (what about the Lightsabers slicing through people, cutting off arms -- or exploding spaceships, bar fights with blasters & death, slaughtering of Jedi children, weapons smuggling, blowing up other spaceships with people on-board, and the Death Star!), have you actually watched it at all?
   Stephanie is another RadFem not pursuing any gender-stereotype-busting career herself.  It seems more and more common those females who scream the loudest in online hype actually have careers which are considered "stereotypically female" in their own assessments.  Quite the hypocrisy!

Stephanie Cole doesn't like LEGO Friends because of the beauty shop set and its suggestion that girls actually care about their looks; YET, here's Stephanie at a Nail Polish party:


And Stephanie Cole doesn't like LEGO Friends because of the Cafe because girls shouldn't like Cafes; YET, here's Stephanie enjoying time at a cafe:


And Stephanie Cole doesn't like the LEGO Friends who care about puppies and animals with a Dog Show or Veterinarian scene; YET, here's Stephanie's cat:

And Stephanie Cole doesn't like LEGO Friends for all its Pink and girliness, and that message it sends to girls is wrong, according to her; YET here she is enveloped in pink:


And Stephanie Cole doesn't like LEGO Friends Fashion Studio because girls are more than that; YET, here she is being a "girl" that way too:


And Stephanie Cole doesn't like that LEGO doesn't show girls as their "own" heroes; YET she has her own hero:


And Stephanie Cole doesn't like LEGO Friends because it shows girls like to hang-out with their friends; YET here she is "hanging-out" with friends:



And Stephanie Cole doesn't like LEGO Friends not displaying box art of girls in non-stereotyped roles; YET she enjoyed at very "typical" girl activity as a Cheerleader:


And Stephanie Cole doesn't like LEGO Friends because they aren't portraying girls in gender-busting roles; YET she dreams of entering very stereotypical roles herself:


And Stephanie Cole doesn't like LEGO Friends because they don't show girls in other roles, like a Firefighter, Pilot, Construction Worker, Police Officer, or other "perceived" male stereotypes even though she herself is NONE of those -- she's a girl wearing a dress to get a diploma in History -- which is hardly a gender-stereotype-busting choice:


And Stephanie Cole doesn't like LEGO Friends because of the "perceived" sexualization of girls ... YET, her own cover image is this:


And Stephanie Cole doesn't like LEGO Friends because it's her job at SPARK (nope, sorry folks, she's not a Firefighter, Adventurer, Pilot, Engineer, Police Officer, or Astronaut.  How disappointing.  :(



Well, well, well ... apparently Stephanie Cole wants other people to do as she "says" and not what she "does" in life.
[Note: All images embedded above are viewable as "Public" setting via her FB.]

LEGO bricks are about imagination building -- box art is just one possible configuration; it's a way to get new colors & brick elements into the hands of builders via new sets.  LEGO will always sell basic brick buckets.  Marketing of LEGO Friends is the choice of The LEGO Group.  The Designer(s) of LEGO Friends are female.  Many team members from research, product design & development, packaging, media, digital experience, events,and marketing are indeed females.

More female MiniFigs have already begun appearing in sets -- which means the planning for those was years ago; don't think for one minute your ridiculous "tainted" petition has any influence and try to gloat claim of such.  SPARK tried to claim Astrid's Town Hall set as their influence.  ROFL!

Just goes to show they don't comprehend product development-to-market timeline.

The fact that more girls are building with LEGO bricks today than before December 31, 2011 is proof positive that this new theme has great merit!  In fact, the number of girls as LEGO builders went from 9% in 2011 to over 27% by 2013!

Build-on girls!


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