Toy of the Year, Says Who?

A friend posted this link to ABC”s slideshow of the Toy of the Year award winner. I then searched and found the Toy Industry Association’s news release for the event. Incredibly, the winner this year in two different categories is the toy that I featured over a year ago and then a second time in this blog. Lego introduced a pinked up version of their product aimed at girls, and it was a commercial success. This led it to gain accolades in the toy making industry. I moseyed over to the Lego website to see how the Lego Friends are doing. They have their own website. I am not sure how these mini-skirted, stereotyped bits of plastic fit the bill for an “outstanding toy developed for girls of any age, the Girl Toy of the Year” or an “outstanding toy that inspires creative play through various forms of activity, the Activity Toy of the Year”. I think they actually inhibit creative play by having all girls depicted in similar clothes with similar accessories. They have even skinnyified the arms and legs of the people. At least original Lego people, while very lacking in female characters, did not add the burden of eating disorders to the mix. Take a look through the available sets. It appears that girls can bake, take care of animals, play soccer (thank goodness for that) and karate, drive cars and boats, and relax in the sun. They do all of this with a splash of pink in every set. No science for you, Lego Friends! No exploration for you, Lego Friends! No plumbing, no carpentry, no building (ironic in a Lego set, no?) for you. No place in my house for you, Lego Friends.

1 Comment

Filed under Stereotypes, Toys

One response to “Toy of the Year, Says Who?

  1. Kyle Cruz

    I’d hardly say that there is no science and no building. Obviously you have to put all of those sets together just like regular Legos. At the very least there is a veterinarian set, which is very much a “science” set. While the friends do have their own website, ALL of the other products like Star Wars, Harry Potter, Cars, and Super Heroes also have their own websites.

    While you may not agree with the theme of the sets, Lego has one goal when designing the sets, making them sell. Can you really fault a company for trying to make a profit?

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