HONG KONG — Five women scientists will receive the rare honor of being immortalized as inch-tall plastic figures with claws for hands. Lego announced Tuesday that a new set will feature some of the pioneering women who played vital but sometimes under-appreciated roles in the U.S. space program. The figures have been commissioned under the toy maker’s Lego Ideas series that allows fans to propose concepts for new sets. The “Women of NASA” set was designed by science writer Maia Weinstock, the deputy editor of MIT News, and pitched with the headline “Ladies rock outer space!” Among Weinstock’s figures are Sally Ride, the first American woman in space; Nancy Grace Roman, who’s known as the “mother” of the Hubble Space Telescope; and Mae Jemison, the first African-American woman in space. Also included are Margaret Hamilton and Katherine Johnson, whose work helped put the first people on the moon. Weinstock said the set celebrates the NASA scientists’ careers and “provides an educational building experience to help young ones and adults alike learn about the history of women” in science and technology.
Lego has been criticized in the past for a lack of professional female characters, most famously in a letter from a 7-year-old fan in 2014. “All the girls did was sit at home, go to bed and shop, and they had no jobs but the boys went on adventures, worked, saved people,” Charlotte Benjamin wrote. In response, Lego released a limited edition “Research Institute” set designed by geophysicist Ellen Kooijman that featured three female scientists — a paleontologist, an astronomer and a chemist. Lego said it’s still figuring out the final design and price for the “Women of NASA” set. It’s planning to release it late this year or early in 2018. But it’s not clear if it will be a limited edition set like the “Research Institute.”Future Disney Lego set ideas Fun and Games board Future Disney Lego set ideasLego unveils Lego Ideas 'Yellow Submarine' set at Liverpool One On 29 October, Lego launched its new Lego Ideas Set at shopping centre Liverpool One, ahead of its official release date today (1 November).
Liverpool's shopping centre Liverpool One welcomes new Lego set Visitors to Liverpool One on 29 October had the opportunity to experience and purchase the product before anyone else. The product's release was also celebrated by a short film entitled ‘The Beatles’ Lego Yellow Submarine vs. the Sea Monster’, and depicted animated versions of John, Paul, George and Ringo use their building skills customise the Lego Yellow Submarine and rescue a fisherman. Miles Dunnett, Director at Grosvenor Europe said: "This wonderful product launch was truly unique to Liverpool One and history of the city. We were thrilled to welcome the family-themed global debut and create a magical launch date for the many fans who came down on the day. These types of experiential events are an exciting part of what makes Liverpool One special and one of the UK’s best retail and leisure destinations." Lego's Ideas range allows fans of the brand to contribute ideas, that can then be transformed into LEGO sets available to purchase.
The designer of the Yellow Submarine set, Kevin Szeto, attended the event, and was signing boxes from 11am - 1pm. Also on 29 October, Apple and Rolex launched their new stores at Liverpool ONE. Other brands such as Jack Wolfskin, Lindt, Smiggle and Cosy Club are set to open stores at the shopping centre in the run up to Christmas. In August, Lego launched their Amusement Park Tour, which culminated at Bluewater Shopping Centre over the August Bank Holiday weekend. In April, Lego artist Warren Elsmore teamed up with London venue the ArcelorMittal Orbit to host a 'Bricks in the Sky' exhibition. Comment below to let us know what you think. For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, . Have your sayOnly registered users may comment. Sign in now or register for free. Account Director - (live events agency) London / West Midlands You Search and Select London (Central), London (Greater)
Account Manager- Meetings & Events American Express Global Business TravelLego is demonstrating this summer that role models in science and technology for girls are still fairly scarce in toy land, just as in the real world.The company stirred excitement this month by offering a line aimed at girls called the Research Institute, Lego’s first offering to feature women in a professional setting rather than at play or partying.The set included three female scientists in their respective labs (without the pink frilly dresses worn by the girl Legos in the company’s best-selling Friends line).Its introduction made news, especially given the pressure the company faced this year when a little girl’s letter went viral — she had begged Lego to produce more realistic sets for girls that gave them adventures and jobs rather than beach get-ups or baking duties. Within days of its appearance early this month, the Research Institute — a paleontologist, an astronomer and a chemist — sold out on Lego’s website and will not be available at major retailers, including Target and Walmart.
Toys “R” Us did carry the line, but according to associates reached by telephone at two of its New York stores, it sold out at those locations as well.A Toys “R” Us spokeswoman, Kathleen Waugh, said in an email that it would be available in about a week at the company’s Times Square and F.A.O. Schwarz stores. Lego said the set was manufactured as a limited edition, meaning it was not mass-produced. , however, but for about three times its $19.99 retail price. Another sign of the set’s popularity is a Twitter feed @LegoAcademics created by Donna Yates, an archaeologist who is a research fellow at the University of Glasgow. She has been posting the figures in humorous scenes of academia — and since her first Twitter post on Aug. 8 has attracted more than 24,000 followers.Two years ago, Lego introduced its Friends line aimed at girls, a series of kits that has been successful. In 2013, profits at the company, based in Denmark, rose 9 percent to 6.1 billion kroner (about $1 billion).
The Friends figures, set against backdrops like a catwalk, a beach house, a fashion studio and a beauty shop, met with some criticism, and parents clamored for figures with less traditional gender roles. (In addition to the catwalk, Lego Friends now includes a “first aid jungle bike” and a “jungle rescue base” where the figures help their friends.)The Research Institute was developed by Ellen Kooijman, a geochemist based in Sweden, and submitted through Lego’s fan-sourced Ideas platform, where fans can propose their dream Lego landscapes. Lego can choose to green-light submissions that get 10,000 votes, and typically produces them as limited-edition items, according to Michael McNally, Lego’s senior director of brand relations. The Ideas lines currently include a DeLorean time machine, based on the car made famous in the “Back to the Future” movies, and the Ecto-1 car featured in the “Ghostbusters” films. Mr. McNally said the company began reviewing the proposal for the Research Institute in January.
“This awesome model is an inspiring set that offers a lot for kids as well as adults,” Lego said of the Research Institute on its website in June. As is typical with Lego’s Ideas products, the set received limited distribution and marketing, according to Mr. McNally, who declined to say how many units the company produced.Over the last few years, toy manufacturers have increasingly experimented with products aimed at girls. Hasbro came out with its Nerf Rebelle line of spongy foam dart guns, and Mattel introduced a Barbie construction set through Mega Brands’ line of building blocks before announcing in February that it would buy the company outright. Toy experts say that manufacturers are starting to realize that some traditionally male toys may appeal to girls, too, and vice versa. Bronies, adult male fans of the My Little Pony toy line, regularly hold conventions, most recently gathering in Florida this month.“I think what we’re starting to see a gender breakdown in the toy aisles,” said Jim Silver, editor in chief of Time to Play Magazine.Perhaps.