Target: Jorgen Vig Knustorp, CEO of the Lego Group
Goal: Thank LEGO’s for creating a female scientist toy
The Lego Group (Lego, to most) – creator of the long-renowned Lego construction toys – recently welcomed a new figure with one interesting resume. C. Bodin’s description reads “The brilliant Scientist’s specialty is finding new and interesting ways to combine things together. She’ll spend all night in her lab analyzing how to connect bricks of different sizes and shapes (she won the coveted Nobrick Prize for her discovery of the theoretical System/DUPLO® Interface!).” Her example will hopefully give young girls something to aspire to.
As Lego’s first true woman lab scientist figure, C. Bodin addresses a gender gap in the company’s toy line that has persisted for decades. Writing in a blog post for Scientific American, Mai Weinstock said she found “the ratio of all-time minifigure models is roughly 4:1 in favor of males,” and that girl figures tended to reinforce gender stereotypes. Girls’ Lego lines that have emerged over the past few decades such as Belville and Friends have emphasized the home and pretty pink settings, while boys’ sets lean towards action.
With the creation of C. Bodin, the company seems to finally be responding to pleas for change. The 2012 launch of the Friends line started a campaign for change by parents and others, with over 66,000 people signing a petition calling for the company to commit to gender equality.
This is a positive sign. Lego should not be about perpetuating stereotypes but instead shattering them. Using its iconic toy bricks, children can bring to life almost anything their imagination can dream of. And positive female figures like C. Bodin can only help facilitate that creative process for girls to new heights. By signing this petition, you will thank Lego for this groundbreaking new toy.
Dear Mr. Knustorp,
I am writing to thank you for your recent release of the C. Bodin figure. This new toy, the first woman lab scientist in LEGO’s lineup gives girls a strong, positive role model encouraging them to become involved in fields where women are a minority. It also addresses a growing public concern over a gender gap within the LEGO brand.
As you may know, criticisms of a gender discrepancy in male and female figures, as well as a segregation of pink-themed “girls” sets and action-themed “boys” sets led to public calls for change in 2012. The release of LEGO Friends that year led to a change.org petition asking LEGO to return to a gender-neutral emphasis on creativity which so far over 66,000 have signed.
C. Bodin’s release is a positive step in answering those concerns. LEGO should not be about perpetuating stereotypes but instead shattering them. Using its iconic toy bricks, children can bring to life almost anything their imagination can dream of. And positive female figures like C. Bodin can only help facilitate that creative process to new heights. I thank you the release of this figure, and ask that LEGO continues to promote toys which encourage girls to dream they can be anything they wish to be.
[Your Name Here]
Photo credit: Maia Weinstock via Flickr