Lego My Ego

When Charlotte Benjamin recently wrote to the Lego Toy company requesting more “Lego girl people” to “go on adventures and have fun” likely neither she nor her parents imagined the storm they have started.   At just seven years she has created touched a nerve with her letter that has not only gone viral but reached foreign shores.   The last line of her letter sums up her request:  ““I want you to make more Lego girl people and let them go on adventures and have fun. OK!??”  There is a reason her letter has gone viral – despite having the message shouted at them, the majority of toy and game makers alike ignore the requests.  There is a “commentary” out there by Lego making the rounds and you can judge for yourself whether it is Lego’s response to Charlotte (we doubt it).  We did note that Lego’s Friends set was amongst the 2012 “Toady Awards”:


“Introducing LEGO Friends, just for girls and so jam-packed with condescending stereotypes it would even make Barbie blush.” – Campaign for a Commercial Free Childhood, 2012 Toady Awards,  (Via ABC News)


Aside from the fact that this isn’t the first time Lego has been called to task for their products what we found interesting was the reason this went viral.


The time was, If you asked some of the Call of Duty players (we did) why there are no female  soldiers yo would get choice responses such as “because there are no female soldiers.” Our response is, of course, we will just bet the women graduated from Marine Infantry training would beg to differ.  Finally, last year,  Call of Duty Ghosts added female characters to multiplayer games.  But more than this a seven year old girl told a large corporation what she wanted and as one consumers seemed to yell “YES”!!  Mythic, who brought us Warhammer and now the mobile version of Dungeon Keeper (see Jim Sterling’s Dungeon Keeper Wallet Reaper review in Escapist Magazine) remarkably still think they know what gamers want.   American automobile manufactures thought they knew what the consumers wanted and found out it wasn’t a car that gets the same mileage as an M-1 Abrams tank and steers like the aircraft carrier Nimitz.  Sadder still is American advertisers think they knew the image that the American woman should embody and far too many of us bite off on it like a Christmas turkey. Fortunately, there are seven year old girls like Charlotte who know better.


See you online,

Julie Whitefeather


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