Shadow wrote:
Her Lego video is spot on too, and actually a little sad.
Wrong.
So wrong.
Firstly, she says legos, people who say legos should be shot.
Secondly the themes shift in lego comes from all children not just boys. This has been discussed at great length, Lego was a dying brand at the turn of the century, kids don't play with toys anymore, its as simple as that. I was playing with toys until I was about 11, children these days play with toys until they're about 7 or 8, then its video games, Ipads and gooseberry fool like that. Lego shifted from have they're own dedicated themes to having franchises mostly based on TV and movies to keep sales up. Star wars for example is barely aimed at kids, its aimed at men and it's been argued without Lego star wars the company would likely not even be here today.
The shift in aiming the themes mainly at boys came in the mid 80's when girls were dropped from lego marketing, do you know why? Because girls don't pay with lego! shocking I know, there is a percentage that did, or do, but Lego knew that most of their products were bought by boys and focused on this to sell more stuff, easy route maybe, but what companies aren't known for this? Of seeing a market and hammering it to get more sales?
She says the themes have become violent. All lego did was start producing themes based on what boys did with their lego, building fight ships, robots and all that. City theme is based on cops and robbers, because thats what everyone did as kids, you had a police station, you'd take a pirate from the pirate themes, he became your criminal, you'd build him a baddy car and play cops and robbers. If kids are doing this already, play up to it to sell more gooseberry fool.
She shows Lego technic which further strawberry floats her arguement, Lego knew girls were not playing with lego past the age for 9 or 10, as were boys, but the ratio showed that at the age of 9 or 10 it was still more boys regardless of their marketing, maybe they could have done more to try and get more girls playing, but they didn't, they focused on the gender who were a larger part of the buying market and introduced a theme to keep them into their teens, introduced in 1984, long before they marketing changed to boys only, Lego already knew.
Lego Ninjago isn't violent, its about as violent as Pokemon, infact its a Lego version of Pokemon. The point of it is to collect all the minifigures and battle them against each other, thats the underlying needs for it, it hammers into that need in children to collect stuff, or more so boys to collect stuff, sadly its something in the boys genetic makeup, we like to collect gooseberry fool, from Pogs to Pokemon cards, its what we do. If girls were the same I'm sure lego would be doing the same thing to them.
Any theme aimed at girls is sexist in her mind. surely the same could and can be said of males. males like space ships, cars, guns, castles and violence. Thats what Lego are saying, and the boys are lapping it up. Because we do. guess what? Girls love that Friends lego because it apeals to what they like too, the sales of it shows, if they didn't like it they wouldn't buy it. The amount of running around I had to do at xmas to get that Olivia's house was mad because it was sold out strawberry floating everywhere, it was in the top ten selling toys of Xmas past.
She wants Lego of the 60's and 70's where it was all equal gendered, but it wasn't, Lego had girls in the marketing to try and get girls to play with lego, but it never worked as well as it did with boys. The sets from the back them were still cars, trackors, planes garages and stuff. Don't believe me, have a look...
All stuff aimed at girls
Genderless lego exsists, the big boxes of random lego. Lego have always had these, will always have these, but to say that basically until Christiansen retired in 87 or 88 that all lego was equal and aimed at both sexes and was this perfect genderless toy is batshit insane and a LIE.
The new ads for lego. Sons and fathers playing with lego with each other, because that father grew up in the 70's playing with lego, probably has some bad ass Technic on a shelf in his study, the Mum, probably remembers having some lego, all kids have lego, but it never had the impact it had on her husband, why would that be? Well its far more than just marketing, boys and girls are not the same, and its far more than I can even begin to discuss, but its clearly something to do with our heads, something exsists in boys that makes them want to build gooseberry fool and destroy gooseberry fool, that doesn't seems to exsist, in such a large fashion in girls, its the sad truth of her shitty arguement.
She's so wrong it hurts.
TL:DR - Boys like Lego more than girls, always have, Lego have no shame in aiming their products at them because it equals more dollar.
Lego