LEGO introduced a line of toys for girls called Just Friends a little more than a year ago. The LEGO sets feature girl figurines, a big encouragement for girls and moms who are tired of Barbie gender-stereotypes to have some quality STEM time.
LEGO, the maker of the famous children's building toys, has gone pink during the last 14 months, changing the sex of its figures from all male to female in some sets, gender-typed further with a “dream house” and was rewarded with a 25 percent boost in sales. All that is annoying to those fighting against gender typing, but what many don't realize is that the toys may help girls get past body image issues and focus on seeing themselves in typically male-dominated roles in science, technology, engineering, and math, known as the STEM fields.
While it's true that the toy manufacturer has played to the gender-typing via color and an initial offering of LEGO Friends sets that included Barbie-like scenarios like a beauty parlor, the LEGOs in the pink and purple boxes also offer options for girls to imagine themselves in the roles of scientist, teacher, and veterinarian.
I agree it's pretty minimal, but change has to start somewhere and LEGO is taking kids in a different direction that can, if encouraged by consumers, make our children focus on critical thinking instead of being “Pretty in Pink.”