A SOCIAL media backlash against LEGO's new "girl friendly" range has already begun.Angry fans have started bombarding LEGO’s Facebook and Twitter page with an image from a retro marketing campaign to mock the new range of “normal” LEGO girls.The image comes with a message: "Forget the pink aisles and new girl figures with breasts, bring back beautiful!" The grassroots campaigns comes after LEGO released its new “Friends” range that features female characters that look more like Barbie dolls than the standard tiny yellow construction figures.The LEGO Facebook and Twitter page has been hit by hundreds of posts and images from angry consumers outraged by the stereotypes they say the new line advocates.One user @jamseb tweeted: “There already was LEGO for girls. It was called 'LEGO'".Another user Beth-Brandon Robinson wrote that her twin boy and girl share all of their toys and that her daughter did not need her own separate pink, sexualised version.“I will not be boxing her into the narrow, sexist stereotypes that this world has waiting for her,” wrote Ms Robinson.“
My boy does not need these messages either. He will grow up knowing that a girl can be every bit as inventive, intelligent and creative as a boy can be.” Another user Mary Whitt Dirlam posted: “You never thought you had to make "special" Legos for girls when I was growing up. All you needed to do to capture 'the other 50 per cent' is start running this advertising campaign again. P.S many of them are already into your product as is.”On its Twitter account a LEGO representative said it was not planning to substitute their existing range with “LEGO Friends”, and that they were simply diversifying their existing collections..au that he doesn’t understand what all the fuss is about and that “girl friendly” LEGO ranges such as Bellville has been around for more than 10 years.“I speak to a lot of parents and I've never had one negative feedback," said Mr McNaught.“I just don't get it. I just don't see it.“The cool thing I really like about this is the fantastic new colours is that are available - the pinks and reds - they have so much extra possibility for creativity.
I'm actually really looking forward it”.But some users say this misses the point.A Facebook user known as “The Twin Coach” wrote: “The reason you created 'LEGO Friends' is to capture the market you were missing and that only 10 per cent of your customers are female."But if you look at the hundreds and hundreds and hundreds of comments people have left you can see that GIRLS LOVE LEGOS JUST AS THEY ARE. There is no need to create a glossy, pink, fluffy version of it that caters to gender stereotypes.”The campaigners say the new campaign betrays LEGO’s core value of exercising children’s imaginations.See LEGO’s past advertising campaigns here.What do you think? Will you be buying the new “girl friendly” range for your child? Leave a comment below.Enjoy sunny days in the pretty province of Heartlake with all the LEGO Friends! LEGO Friends bring hours of very happy play because there is such variety of things to do in the sets and themes on offer. From Mountain Huts to Pet Salons, Rehearsal Stages to Summer Caravans and exciting Jungle Rescues to coordinate, there are adventures and environments aplenty for young minds to explore.
LEGO Friends sets include a variety of Minifigs and accessories and each LEGO Friends set features a building, vehicle or aircraft as the focus of the adventure. When combined, one or more LEGO Friends set ensures there is the additional fun of related adventures and more complex story lines. LEGO Friends scenarios allow children to understand the different needs and beliefs of individuals and the opportunity to explore the everyday, from Juice Bars and Ice Creams to the need for Summer Harvests. LEGO really is the best because it allows for an endless variety of creative constructions - the only limit is imagination! Our Best Price Guarantee ensures you get great LEGO value for your money. Shop around and compare - you will find our prices are the best! Are you interested in our creative DIY Jewellery Collection? Did you know that Crayons also has a creative DIY Doll Craft Collection? Have you seen the wonderful Goldie Blox Engineering Sets For Girls?
Items 1 to 15 of 15 total Items 1 to 15 of 15 total The wheelchair-using figure was spotted at toy fairs in London and Nuremberg Lego backs down on Ai Weiwei bulk ban 'The Brickman': Living the Lego building dream Lego has unveiled its first ever minifigure of a wheelchair user, almost a year after a social media campaign began pushing the toy maker to "think outside the brick box" and represent people with disabilities.The beanie-wearing minifigure features in the Fun in the Park set, and is accompanied by a helper dog.It was spotted at the London and Nuremberg Toy Fairs, with photos later shared online by the Bricksfans website.The move comes after Lego was accused of a lack of diversity in its minifigures, with the Toy Like Me campaign launching a petition for the company to include minifigures with disabilities. Excitement factor - off the scale! "Oh Lego, where are your basket-balling wheelsters? Baseball playing Duplo folk with hearing aids? White cane using Lego Friends off to the gym?" said the petition, which attracted more than 20,000 signatures.
In a petition update on behalf of the campaign organisers, Toy Like Me co-founder Rebecca Atkinson said she was overjoyed at news of the wheelchair-using minifigure."We've got genuine tears of joy right now ... Lego have just rocked our brick-built world!" she wrote."Lego have listened to this little ol' toy box revolution ... Excitement factor — off the scale!"Lego we salute you! You've just made a 150 million children, their mums, dad, nans, grandads, teachers, carers, pet dogs and hamsters very, very, very happy! We're conga-ing up and down the street right now, (the hamster is at the back) flinging multi-coloured bricks like confetti!"LEGO® Friends: Doodle Activity BookThis LEGO Friends Doodle Activity Book is perfect for creative play!Draw, doodle and colour with the LEGO Friends, in this awesome doodle activity book! Get creative with Andrea, Stephanie, Emma, Mia and Olivia, and see if you can make Heartlake City even more beautiful. .auFeaturedBestsellersNew ReleasesSeriesBrandsComing SoonOur PicksClassicsFilm & TV Tie-InsNon-FictionAll Non-FictionHealth & LifestyleFood & DrinkFictionAll FictionContemporary FictionLiterary FictionCrime & ThrillersRomanceRuralYoung ReadersBabies & Toddlers (0-2)Preschoolers (3-5)Children (6-8)Children (9-12)Teen & YA (13+)