December 5th, 2014 by Michael Sauers

LEGO announced that after 4 years of intensive research, they have finally come up with a LEGO product that fulfills the desires of “how girls naturally build and play.” This new theme is called LEGO Friends and it’s a pink and purple, gender segregated, suburban wasteland populated by Barbie/Bratz style dolls.  Many parents, educators, feminists, and media critics have spoken out against LEGOs attempts to separate girls into their own stereotypical isolated enclave within the LEGO universe.

In part 1 of my two part LEGO and Gender series, I’ll explore how LEGO went terribly wrong with LEGO Friends and provide a brief history of LEGO’s ridiculous and slightly hilarious attempts to market to girls since the late 70’s.  In part 2 I’ll delve into LEGO’s intentional strategy to market almost exclusively to boys since the mid 80’s by developing and marketing sets that are male identified and male centered.  In conclusion, I’ll offer LEGO a couple of suggestions that they can consider when creating and marketing new products.

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 on how to fix their gender segregation problem.

From 2012 but still completely relevant. More @ Feminist Frequency.

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September 18th, 2014 by Michael Sauers

Mary’s friend made it to the party.

Mary & Jacosta Nu

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May 16th, 2014 by Michael Sauers

Let's build a spaceship!

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May 20th, 2013 by Michael Sauers

Lego Babylon 5(Click the image for more details.)


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May 14th, 2013 by Michael Sauers

She arrived yesterday…

Lego Librarian

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May 8th, 2013 by Michael Sauers

Queen Lego

via Facebook.

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April 3rd, 2013 by Michael Sauers

Librarian minifigBooks are just about the Librarian’s most favorite thing in the entire world. Reading them can take you on exciting adventures in far-off lands, introduce you to new friends and cultures, and let you discover poetry, classic literature, science fictionand much more. If only everybody loved to read as much as she does, the world would be a better place…and quieter, too!

The Librarian feels that it’s extremely important to treat a book with the proper respect. You should always use a bookmark instead of folding down the corner of the page. Take good care of the dust jacket, and don’t scribble in the margins. And above all else, never – ever – return it to the library late!

So, what do you think? Spectacular or cliche? (Source)

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January 22nd, 2013 by Michael Sauers

This was given to me by a co-worker today. I work with totally cool people!

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May 4th, 2011 by Michael Sauers

May The Fourth Be With You......

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August 24th, 2009 by Michael Sauers

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