The LEGO Boys Club - Lego & Gender Part 2

In part 1 of my two part LEGO and Gender series, I explored how LEGO went terribly wrong with LEGO Friends and provided a brief history of LEGO's ridiculous and slightly hilarious attempts to market to girls since the late 70′s. Watch Part 1: https://www.youtube.com/watch?v=CrmRxGLn0Bk

In part 2, I delve into how LEGO shifted their products from their initial relatively, gender neutral building experience to a more male dominated and male identified one. The LEGO group intentionally did this in three ways: 1. Marketing exclusively to boys, 2. Producing male identified and centered themes and sets and 3. Focusing on stereotypical boys play scenarios with an emphasis on combat. The strong focus on boys has effectively kicked girls out of the LEGO club house. Keep watching until the end where I provide a few suggestions to LEGO oh how to fix their gender segregation problem.

For more information, links, and a full transcript visit: http://www.feministfrequency.com

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Watch the LEGO Violence Ads Montage - http://www.youtube.com/watch?v=sDThHosFS_0

"En ny dag, en ny oplevelse - kom og byg i Legoland"

I min forrige video kiggede vi på den pastelfarvede,

kønsstereotype by; nemlig Lego Friends.

Vi kiggede også på LEGO's kiksede forsøg på at markedsføre sig til piger gennem de sidste årtier.

Har du ikke set min forrige video, så tjek den ud, før du ser denne video færdig.

Det er ingen hemmelighed, at LEGO lige nu primært bliver designet og markedsført til drenge.