LEGO Ad From 1981 Should Be Required Reading For Everyone Who Makes, Buys Or Sells Toys
The Huffington Post | By Jessica Samakow Posted: 01/17/2014 2:21 pm EST
Pay attention, 2014 Mad Men: This little girl is holding a LEGO set. The LEGOs are not pink or "made for girls." She isn't even wearing pink. The copy is about "younger children" who "build for fun." Not just "girls" who build. ALL KIDS.
In an age when little girls and boys are treated as though they are two entirely different species by toy marketers, this 1981 ad for LEGO -- one of our favorite images ever -- issues an important reminder.
To contrast, here's an image of a LEGO Friends set -- a line made specifically for girlsthat has been scrutinized since its launch in 2011:
The advertisements for LEGO Friends, too, are noticeably more feminized than their 1981 counterpart.
Unfortunately, LEGO is not the only brand that has become increasingly girly over the years. My Little Pony, Cabbage Patch Kids, and even Trolls have undergone extreme makeovers. Take a look for yourself, courtesy of Sociological Images...
- Strawberry Shortcake (Then)
- Strawberry Shortcake (Now)
- Candy Land 1962 (Then)
- Candy Land (Now)
- Rainbow Brite (Then)
- Rainbow Brite (Now)
- My Little Pony (Then)
- My Little Pony (Now)
- Troll Dolls (Then)
- Trollz (Now)
- Lisa Frank (Then)
- Lisa Frank (Now)
- Cabbage Patch Kids 1983 (Then)
- Cabbage Patch Kids (Now)
- Holly Hobbie (Then)
- Holly Hobbie (Now)