Back in February, 7-year-old Charlotte Benjamin made headlines with her handwritten, scathing letter to the Lego company. The company responded quickly with a letter of its own, a letter that gave the impression that company officials were listening. Their new lineup of toys shows that they really were.
Charlotte's letter — which of course quickly went viral — lamented about the lack of "Lego girl people," and asked why, "All the girls did was sit at home, go to the beach, and shop, and they had no jobs but the boys went on adventures, worked, saved people, and had jobs, even swam with sharks." Charlotte continued: "I want you to make more Lego girl people and let them go on adventures and have fun, ok!?!"
In a move that showed off the company's social media savvy, Lego responded to Charlotte's letter pretty quickly:
"LEGO play has often been more appealing to boys, but we have been very focused on including more female characters and themes that invite even more girls to build, and in the last few years, we are thrilled that we have dramatically increased the number of girls who are choosing to build. While there are still more male characters than female, we have added new characters to the LEGO world to better balance the appeal of our themes."
It was a good response, made even more relevant by the fact that they now have released a line of "Lego girl people," that really do invite girls to build, and to dream. The "Research Institute" playset (pictured above,) features three scientists: a paleontologist, an astronomer, and a chemist, and all female. The set also includes a chemistry set, a telescope and a T Rex model.
Does it make up for the "Model Catwalk," or "Heartlake Shopping Mall," Lego's initial attempts at developing "girl" sets?
Yes, I think it does.
What do you think?
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