Lego released an ambitious new line of building kits specifically designed for girls, called Lego Friends. The painstakingly detailed micro-universe include characters with backstories, fashion accessories, and sets designed to reflect things that interest girls such as a horse academy, salon, and a cafe. When I first saw the sets I rolled my eyes and then nodded in agreement as I read arguments against the stereotypes being portrayed yet again. But then, I remembered an experience I had a few years ago.
Lego Machinery class experience
I was asked to be a teacher’s assistant in a Lego Discovery class. I need to clarify the fact that I was asked, because building with Legos is not a strong point for me. I am an artist, an art teacher, my creative muscles are very strong, but my Lego skills are non-existent. On the first day of the enrichment class I was not surprised to walk in to see two girls in a roomful of boys.
Girls play differently
The focus of the class was to learn about machinery in a fun way. After a brief lesson on pulleys, ramps or levers the teacher would pass out instruction booklets. My job, much to my dismay, was to help the kids follow the instructions, not just pass out supplies or help keep order. What actually happened was the boys built their machines without any help from me, and I attempted to help the girls. One girl dropped out after the first class, the other stayed and quietly built little houses, stores, sandboxes. Of course I lamely helped her make the Lego Machinery, but in the downtime that the boys used to throw bricks or create weapons, the lone girl was playing in her own little Lego world.
So, the marketing research is correct
I can see how the meticulous market research Lego conducted came to the conclusion that girls do want to play with Legos, but in their own imaginative way. Girls in general do play different than boys, and Lego is only accommodating this difference. With that said, I am still a little miffed at building toys that are designed to be only one thing, like a Lego monster truck that once built, sits on a shelf just taunting the poor boy to accidentally knock it down. The appeal of Legos, in my opinion, is not to treat it like a puzzle but to build and rebuild again and again.
Dump the Lego Bin and play!
We do have large bins full of Lego bricks, so I am certainly not against the product. Legos are essentially a very good toy: the little bricks help build fine motor skills, strategic planning and critical thinking skills.
So while on one level I totally agree with the purpose of the new Lego Friends for girls, I am not thrilled with another toy set that is pre-designed for the kids. The stores, houses and other elements of the playsets are even packaged individually, which in my opinion takes away the appeal of building. Even though I am a little critical, I’ll probably add the Lego Friends kits mainly for the little characters, then my boys and girls can dump the bin and play!
More by Sylvie Branch:
Playing Hooky with Mom’s Permission
Butcher Paper Saves the Day
Play with Your Food and Other Family Dinner Table Advice