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  • New LEGO Friends Line Criticized for Gender-Role Stereotypes

    Find out why this new line for girls from LEGO has sparked controversy among parents and experts.
  • Fans of the well-known and well-loved toy line LEGO may not be pleased to hear that their latest building set made specifically for girls has been raising eyebrows because of what critics describe as offensive and stereotypical. The new building set line, called LEGO Friends, features a break from the brand’s traditional gender-neutral block-type characters, with slim, shapely and fashionable female figures. These figures have different jobs, including a designer, an inventor and a veterinarian. The building set allows players to create their own Butterfly Beauty Shop and a Fashion Designer Workshop.

    Given the nature of the new toy line’s figures, many have commented that these promote a stereotype of how girls should be, and even encourages body dissatisfaction. Apart from that, even some organizations have gone so far as saying that it borders on being sexist.

    Part of the line’s advertisement includes lines from one of the characters, Stephanie, saying, “New Lego Friends. Welcome to beautiful Heartlake City. I'm Stephanie. I'm going to a party at the new cafe with my new friend Olivia." "That's me. I just finished decorating my house. Time to chill with the girls."

    Check out the commercial here:


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